Brands' mascots and their collaborations are revamped for new audiences
Trend - The modernization of well-known mascots is on the rise, as brands seek to better appeal to younger, contemporary consumers who are currently less likely to stay loyal to companies based on branded recognition alone.
Insight - In order to draw in Millennial and Gen Z customers, and then maintain their attention, brands must prioritize their more contemporary interests. In brand messaging, these demographics are interested in things like purpose and contemporary aesthetics--and if they choose to purchase from traditional businesses, it's brands that prioritize the social media-friendly content they're used to.
Insight - In order to draw in Millennial and Gen Z customers, and then maintain their attention, brands must prioritize their more contemporary interests. In brand messaging, these demographics are interested in things like purpose and contemporary aesthetics--and if they choose to purchase from traditional businesses, it's brands that prioritize the social media-friendly content they're used to.
Workshop Question - How could your brand revamp to cater to Millennials and Gen Z?
Trend Themes
1. Modernized Mascot - Brands are modernizing their mascots to better appeal to younger, contemporary consumers who prioritize social media-friendly content and contemporary aesthetics.
2. CGI Mascots - Companies are using computer-generated models as mascots to tap into influencer marketing culture and resonate with Millennial audiences.
3. Handmade Marketing - Brands are celebrating handmade goods and incorporating them into their marketing strategies, including selling limited-edition craft patterns and inviting consumers to share their finished creations on social media.
Industry Implications
1. Fast Food Chains - Fast food chains like KFC and Jollibee are using creative marketing strategies to connect with Millennial and Gen Z audiences through their favorite social media platforms.
2. Beverage Industry - Beverage companies like Kool-Aid are revamping their ad spots to appeal to younger, contemporary consumers by incorporating humor, creativity, and catchy jingles.
3. Arts and Crafts Industry - The celebration of handmade goods and limited-edition craft patterns is becoming a popular trend among brands, even those outside the arts and crafts industry, to better connect with their audiences.
4 Featured, 35 Examples:
127,229 Total Clicks
Date Range:
Dec 18 — Apr 19
Trending:
Warm
Consumer Insight Topics:
