Presentation on the youth market in the United States pertaining to culture and branding.
1. What its like to be a young adult in the U.S. Saatchi &
Saatchi l Beijing, China
2. What drives us?
Trying New Beer
Long Road Trips
Trips to the Beach
Experiencing City Life
Partying and drinking excessively
Playing/Listening/Finding New Music
Jessica Simpson and John Mayer and whoever they happen to be
Oprah, Ellen DeGeneres
Jay Leno, Jimmy Fallon, Amy Poehler, Tina Fey
John and Kate Plus 8
Hugh Jackman, Christian Bale
Matthew McConaughey, Dane Cook
A Citys Home Team
College Basketball and Football
NBA and NHL Playoffs
UFC (Ultimate Fighting Championship)
Bar Softball, Basketball and Football Leagues
Philadelphia Phillies 2009
World Series Champions of MBL
11. Phillies: World Champs
13. Culture Trendy Hipster
Like The Shelter Guy of Shanghai, our urban hipsters of the US
are street smart, stylish, in the know about underground and indie
music, beer, night life and more.
This subculture likes small bars, sometimes small and local,
where it is not too crowded and where they can hear new bands. Wide
variety of beer on tap is a must.
Tied in with this group are the bikers. These people live in
the downtown areas of their cities and commute by subway, bike or
both. They are trendy, usually rolling one pant leg and wear
messenger bags. Sometimes caught wearing beenies, plaid, cut off
jean shorts that are tight and short. Long hair is a must.
14. Culture Sports Enthusiast
This group plans their whole week around their favorite teams
If the team of their choice loses, it ruins their whole
Tailgating is always appropriate, no matter the weather.
They buy team gear, season tickets and a lot of hot dogs.
A lot of what drives this group is tradition.
I'm a ridiculously huge eagles fan with the phillies, flyers
and sixers all being tied for second...but the eagles are the only
team that can make or break my entire week -Rick Sysol
15. Culture College Kids
This group is divided into many sub-cultures:
Sorority/Fraternity, Athletes, Brains, On Campus/Off Campus, By
Major, By University, and many more
However, these groups like some similar things have have some
of the same characteristics:
Drinking for cheap (underage or of age)
Traveling (Christmas, Spring and Summer Break/ Study
Attending or Cutting class
Unemployed, Part time job, internship
Those who are of age, travel to the city for new bars and
I think a lot of people under estimate college students
intelligence and over estimate their amount of free time/money. -
16. Culture Young Pros
This group has recently graduated college, just bought their
first home, maybe recently married or still a
They have a full-time job, hopefully, or are currently job
hunting. Are hip to new technology and like to spend their new
No matter how much money they make,they always seem to find
ways to spend ALL OF IT. -Sheryl Kantrowitz
17. Social Trends
18. Social Trends
Facebook/Twitter/MySpace (Social Media)
Twilight Book Series
Recession, Recession, Recession
Newest social media website.
146 characters to express your current thoughts.
There is currently no official advertising on the website.
However, companies are coming up with other clever ways to promote
or shamelessly plug themselves or their product.
22. Twitter New tools to help explore the Twitterverse A
real-time visualization tool, this platform allows users to explore
the most current hot trends and creates graphs to display activity
for any given word on the site. The service offers a streamlined
way for brands and products to not only see what's being said about
them, but also to show their consumers. Updated every five minutes,
Tweetmeme is a great way to track the latest buzz on Twitter and
the most popular topics on the web .
23. Twitter: What we LOVE
It continuously grows and keeps us up to date with whoever or
whatever we want.
We get to be apart of peoples lives that we otherwise would
not, like celebrities.
Everyone has one.
It is used for connectivity, networking, and wasting endless
Personalization is key and Facebook has it all.
The advertising is extremely specific to the user.
26. Facebook: What we LOVE
The more notifications, the better.
It gives us something else to do when we should be in the
Share pictures, videos, comments and experiences.
Pictures, videos, bumper stickers, quizzes and virtual
cocktails are just some things that keep us on the site for
Jonas Brothers Attire
Thrift Store goodies
Baggy Jeans (for women)
Gap/Old Navy/Banana Republic
Organic Cotton or hemp ts
100% Natural Silk clothing
Nickel and Chrome free buttons and zippers
Nike 6.0 Sneakers / Nike Free
Never Hide Colorize campaign
Brand new website
Edgy, colorful and cool.
33. RayBan: Why we LOVE them
Ray Ban Sunglasses convey the classic style and innovation that
made Ray Ban a part of American culture.
Ray Bans are worn in a lot of movies like Breakfast at
Tiffanys, Blues Brothers, Men in Black, and most recently
Celebrities, movie stars and normal people alike all love the
Ray Ban brand. Some stars who are known to wear them are Tom
Cruise, Rachel Bilson, Nicole Richie and Mischa Bilson.
They make us feel cool, fun and trendy.
35. RayBan: Print Ads
36. RayBan: Viral
Fashion and quality at the best price.
Featuring mainly subtle, monochrome colors, the minimalist,
clean-cut pieces in the collections for men and women are created
with a focus on "quality in terms of the fabrics, fit and finish",
merging "high fashion attributes with ground level pricing.
Mostly always show price in ad.
Collaborated with Madonna, Roberto Cavalli and
Kylie Minogue in 2007.
39. H&M: What we LOVE
Fun, trendy fashion for cheap.
To follow a trend that may fade, it is important to get it at a
Accessible to everyone.
The one thing I'm loving in the U.S. right now... I love
H&M. i don't even think it's a U.S. brand, but it's the only
place I'll buy clothes. - Pat Sicilia
40. H&M: Print and Billboard
41. American Apparel
American Apparel leverages art, design and technology to
advance the business process, while continuing to pioneer industry
standards of social and environmental responsibility in the
American Apparel is a vertically integrated manufacturer,
distributor and retailer, based in downtown Los Angeles,
With our recently opened stores in China, we are now selling
Made in USA clothing in the largest consumer market in the
Knows for the racy ads.
43. American Apparel: What we LOVE
We like racy.
Companies who do things their own way are refreshing and it
creates big buzz.
They are not afraid to be too provocative.
They are extremely environmentally conscious.
44. American Apparel: Print Ads
45. Ben Sherman
Ben Sherman clothing designs feature the "effortless cool,"
look, with the roundel and colours of the British Royal Air Force,
often called the mod target.
The brand became famous for being sported by several well-known
musicians and singers. It was the first company to produce the
famous Oxford button-down shirt.
British, but Americans can dig it.
Bringing a throwback style with a new fashion forward
Similar to H&M, but at a higher price point.
Ben Sherman: What we LOVE
>Its fresh. Urban but sophisticated. You can wear it to work
or out to the bar. Its Universal. -Eric Wright
Kinda vintage and theyre good quality. Theyre british so they
have a slimmer cut. -Mike DeGregorio
48. Ben Sherman: Print Ads
Maybelline New York has accessible yet cutting edge cosmetics
with a cool, urban edge. The brand reflects true New York energy,
attitude and style.
Always coming out with new products that women love to
Supply everything from mascara, lipstick, foundation and
51. Maybelline: What we LOVE
There are so many products, we cant help but try them.
The products are reviewed in the magazines we read and on the
shows we watch.
There was a study that showed an increase of lipstick sales in
this current economy because women like a cheap way to make
themselves look and feel better.
52. Maybelline: Print Ads
At Dove, we want to free ourselves and the next generation from
beauty stereotypes. Its this message thats at the heart of our
Campaign for Real Beauty and Self-Esteem Fund, and its why we
continue to create thought-provoking ads, confidence-building
programs and messages that embrace all definitions of beauty.
58. Dove: What we LOVE
Women are loving the natural side of this brand.
It is refreshing to see life size models and an accurate
representation of women.
They claim to use no airbrushing in their ads and normal women
who are not regular models.
The products are dependable and people are buying this brand
and becoming extremely loyal.
59. Dove Real Beauty Award
Honor a woman who best embodies and expressed the substance and
spirit of real beauty through her life an career.
In May 2009, Amy Poehler was awarded this honor.
She supports girls who are changing the world by being
Other winners were Lisa Ling and Joy Behar.
60. Dove: Print Ads
63. Dove: Viral
64. Other Popular Brands (Fashion)
The Gap, Old Navy,
Express for Men
65. Other Popular Brands (Beauty)
Crest (White Strips)
Festivals (Coachella, Bonnaroo)
Taylor Swift, Miley Cirus
Killers, Kings of Leon
Lady GaGa, Fergie, Katy Perry, Black Eyes Peas
Justin Timberlake, TI, Jamie Foxx, Sean Kingston
Beyonce, Britney Spears
Lil Wayne, Soulja Boy
Ne-Yo ,Kanye West
New Emimen, Flo Rida, T-Pain
Dave Matthews Band, Jack Johnson, Jason Mraz
America Idol (show) and previous winners
70. Kris Allen: 2009 Winner
The Wii is not just a gaming console, it's a reason to get
together with your friends and family and play today's hottest
DS, DS Lite, Dsi Family
Touch control and dual-screens bring you unique softwareenjoy
hundreds of already existing Nintendo DS titles already available,
as well as downloadable Dsi hardware games and applications.
75. Nintendo Wii
Uses the nostalgia of the old school gaming system for the ads,
as well as the competitive nature of the users.
Family bonding is a theme in the ads, but we love it
76. Nintendo DS
Uses celebrities in the commercials using the products like
Beyonce, Nicole Kidman, Liv Tyler and Carrie Underwood in their TV
and print ads.
We are loyal to the Nintendo brand because we remember playing
the original Nintendo when we were young.
It is something different and new. There are always new
attachments, games and equipment.
With the Wii fit, we can workout and still have fun doing
We like competition.
Nintendo: What we LOVE
78. Nintendo Wii
79. Nintendo DS
You get a completely integrated computerthats as secure,
stable, and powerful as it is elegant andeasy to use.
The Greenest Family of Notebooks
iPod, iPhone, iTunes (everything is branded)
They have become a part of the culture that everyone wants to
be a part of.
They are known for their excellent customer care
82. Apple : What we LOVE
The products. Always coming with something new that we have to
The TV commercials and online presence are both simple and give
the brand a personality and tone.
Usual back to school promotion, Buy and Mac and get an iPod for
free. They grab new students and hope to grab them as lifelong
Between the iPhone and the new MacBook, 20something hipsters
are swooning over Apple's ability to create something that is fun,
reliable, and just plain awesome . I am a proud owner of both and I
don't think my life would be nearly as good without them -Ryan
Apple : What we LOVE
87. Other Popular Brands (Technology)
VH1, ABC, Fox, TBS, CNN, MTV
Samsung, Sony, HP, LG
88. Wrap it up
In conclusion, that was a skimming of the surface of what
drives the young adult (ages 18-25) in the United States.
Some may be familiar, some new.
Hopefully, inspiring and informative!
89. Thank You!
Saatchi & Saatchi l Beijing, China What it’s like to be a young adult in the U.S. Saatchi & Saatchi l Beijing, China