New TrendHunter Report: Connecting with Millennials via “Non-Branding"
May 22, 2018 | From overthrowing consumer perceptions that higher prices mean higher quality, to demonstrating authenticity through unscripted marketing campaigns, brands are focusing their efforts on connecting with millennial consumers in meaningful ways, according to TrendHunter.com’s latest free monthly report for Toy Association members.
“Given that so many of today’s toy purchasers are millennial parents, this report is relevant to toy brands that want to strengthen connections – and forge new ones – with a very powerful demographic,” said Anne McConnell, senior director of market research & data strategy at The Toy Association.
Titled "Millennial Non-Branding,” the report examines how brands can reach millennials who are “jaded from a constant bombardment of advertising,” using the following tactics:
- Subversive Deception – affordable brands are subverting the long-held consumer notion that expensive and minimally branded products are higher quality. For example, Suave Professionals wanted to change consumer opinion about its low-cost shampoo line. The company debuted a fake concept brand, “Evaus” (Suave spelled backwards), and packaged its regular shampoo in sleek, minimalist bottles. The brand then asked women to try the shampoo and filmed them complimenting its quality, ultimately flipping viewers’ perspectives on the relationship between quality and product branding / cost.
- Branded Commentary – brands are making bolder statements, tackling topics that are often sensitive or political in nature. Topics such as gender stereotypes, the political environment, and social justice issues are being discussed, showing that brands are willing to take more risks when it comes to creating authentic connections with their consumers. KFC, for example, unveiled its first-ever female Colonel Sanders, portrayed by country singer Reba McEntire.
- Unbranded Ad – brands are choosing to limit the obvious branding in their commercials to offer more authentic ads that come across as less sales-focused, offering consumers the opportunity to engage with the material being presented. Recently, McDonald’s released two commercials featuring Mindy Kaling that never feature the fast food giant’s name or logo., Kaling asks viewers to Google the phrase “that place where Coke tastes SO good;” at the end of the ad, the Google search bar is featured with the phrase and the words “is now selling any size for $1” beneath it.
This value-added report is the latest in a series from the research company offering in-depth perspectives and trends in various areas related to the toy industry. For additional relevant trends, toy companies may click on the report’s consumer insights examples, scroll down, and click the images for further information. Members are encouraged to send topic suggestions for future trend reports to The Toy Association’s Anne McConnell.
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