BusinessWeek - "25 Ideas for a Changing World"

Didja C That Kewl Ad?

What bewildered advertising executives need to know to pitch to a wary generation
By GERRY KHERMOUCH
August 26 2002

Note: BusinessWeek had a special Double Issue over the summer that covered the "Big Ideas" for the coming months and years. One of the issues was how marketeers can successfully target the 50 million 13- to 23- year olds who spend $150 billion a year in the market place, and form brand loyalties that may last a lifetime.

The article described six golden rules:

Rule 1: Don't talk down.

Rule 2: Don't try to be what you're not. Stay true to your brand DNA.

Rule 3: Entertain 'em. Make it interactive, if you can. And keep the selling short.

Rule 4: Show that you know what they're going through, but keep it tight.

Rule 5: Customization and interactivity are good. But don't kid yourself into thinking that new media equals cutting edge; spamming just won't work.

Rule 6: Not that they'll really let you, but get to know those savvy, plastic-wielding teens. If you don't, no list of rules will help you get their attention.

One of our clients, Mott's Inc., had one of their top brands, Yoo-Hoo, mentioned as an example of best practice for Rule 2:

"Chocolate drink maker Yoo-Hoo Beverage Co. showed it's not afraid to make fun of itself by sending a garbage truck painted in the brands signature yellow-and-blue to hand out samples."

Mott's have been using Idea Central since December 2001 to collect ideas from all employees on product development, marketing and sales concepts for all their brands, including the crazy Yoo-Hoo garbage truck. For more information on the Yoo-Hoo Big Stinkin' Summer Tour 02, click on the truck!