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Tag Archives: Milennials

Pepsi lesson: Our B.S. detectors still work

Brand storytelling can be too fixated on featuring celebrities, weaving them in for name recognition, rather than for something they represent.

So why did Pepsi take this latest tack with Kendall Jenner? After all it had decades of insight, having used people from Michael J Fox to Michael Jackson. (Remember this one, in which Michael J Fox braves traffic, and rain?)

Inserting Jenner into a protest movement means nothing to Millenials. Unless Pepsi assumed they would fall for the fake anti-establishment story line. (Throwing in a head scarfed photo-journalist into the mix.) Or they thought most young people would like to see a can of soda solve a street crisis. Maybe they were trying to borrow from the iconic image of that calm activist in Baton Rouge who walked up to armed police.

It reminds me of the cringe-worthy tweet by Kenneth Cole in 2011, trying to hijack the Arab Spring revolution in Egypt with a brand message about its spring collection.

Writer Eric Thomas called out the lame Pepsi ad as “the holy grail of offensive media.” He dissected, frame by frame, what Pepsi got so wrong. He noted that as storytellers, we owe it to ourselves to “fight for more understanding” –and by this he means coming up with course corrections for other storytellers. “Millennials have hyper-advanced B.S. detectors,” warns Thomas.

To me there was positive that emerged out of this brand story. The hoi polloi detected the B.S. and told Pepsi in no uncertain terms.

 

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Texting Vs Talking – Another View

My son was home for a few days, and his cell phone died.

The world didn’t evaporate into a mushroom cloud. You see, not being connected doesn’t faze him. “My friends all know that I don’t respond to texts immediately,” he replied when I asked him if it found  that not having a phone for a week caused him any problems. It made me wonder if Milennials have reached the turning point of incessant texting.

Just a few years ago, this was what we were hearing about 18 – 24 year olds.

  • 43% of 18-24 year-olds say that texting is just as meaningful as an actual conversation with someone over the phone (2010 eMarketer report)
  • More Millennials (than members of any other generation) use their phone for texting. (Pew Research)

What if people stopped staring at their phones and actually spoke to you? Would that creep you out?

What if people stopped sending you links to stupid cat (or anti-whatever) videos, and actually called you to chat?

 

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