From launching new, experiential products to producing immersive communications, brands and their agencies are increasingly tuning into the Millennial Generation – the under 35-year-olds who count for one in every four British adults.
Says Jason Cobbold, managing director of Redscout London, a strategy and innovation agency: “It’s such a broad group, but the term ‘millennial’ and what it stands for is so symbolic. It is how we naturally think about audiences, tending to look for meaningful historic moments.”
Cobbold continued saying that savvy marketers are starting to design ‘experience’ into products today. He points to Miller Coors in the States, which has launched a beer aimed at millennials called Miller Fortune. It aims to encapsulate the spirit and adventure of the late-night occasion and has ‘gamified’ its bottle top into a ‘heads or tails’ counter.
Read the entire article at The Drum.