Meg Garven MM1

Yeast extract full of vitamins, recipe unchanged for 80 yrs

Vitamin B – for growth and development

Vitamin B for kids helps build the body and utilise energy

Virtually fat free Traditionally targeted

at mothers with children

Today’s teens a huge market (3 X size of Gen X). Sons and daughters of Baby Boomers with major differences:

More racially diverse 1 in 3 not Caucasian 1 in 4 in single parent

household 3 in 4 have working

mothers

Shift in values from parents. Grown up in a media saturated and brand conscious environment.

Immersed in high speed information.

Practical world view Early financial

responsibility

Gen Y soon to have bigger buying power than boomers.

Products need to be sleeker and use bright colours and cool designs.

Ads need to be funny and edgier.

Advertisers need to go where Gen Y go e.g. My Space, Skateboarding events, internet etc.

Ads need to be more subtle and local. They need to build grass roots support, e.g. sponsor community events, hand out samples t-shirts etc at events.

A wide age gap between 5-20.

Gen Y not impressed with celebrity endorsements

Racial & ethnic diversity, fracturing of media and rise of the internet. Gen Y’s general distrust and cynicism.

Using an activity that is popular with Gen Y to illustrate Vitamin B helps the body to utilise energy. This covers a large age group from smaller kids to adults.

A video/TV ad via You Tube would probably reach a larger Gen Y audience.

“It’s about the coming of age for a generation”

Using a graduation to illustrate Vitamin B helps Growth and Development. Reports show that Gen Y are already looking towards their future.

Minimalist Poster or video ad for the internet using silhouettes (a la iPod ads).