What brands do the best job of connecting with Millennials, and why?
business product development marketing strategy marketing branding & identity consumer insights
$1,000
top 10
176
submissions
DONE
31 months ago
Small pic grocery aisle

Consumer products companies always want to know who is making a positive impression and who is making a negative impression on shoppers. And, even more important than the "who" is the how and why behind those impressions. Particularly as companies try to connect with the Millennial generation, whether with products on shelf, traditional ads, online, or on social media, this information becomes critical. We’d like your help in understanding who is reaching you, the Millennials, best, and how they are doing it, and we’d also like to know who seems to be trying but failing, and what might help them succeed.

Deliverables

Think about the products that you buy at a grocery store. Think about why you buy them and what makes you want to buy more of them. What is it about the product that makes you want to buy more or stay loyal? Do you stay loyal? And if not, what makes you change? Is the brand important? And does it make you want to buy more products from that brand? If so, what is it about that brand that you like? What does the brand stand for, how does it connect with you, and how does it make you feel? Is that connection important or is something else more important? Which products or brands do you think do the opposite of that: they fail to make a connection, or worse, make you not want to buy their product?

For each product/brand, please include the following information in an organized fashion:

  1. The name of the product or brand, and if it is one you buy, how long you’ve been buying it, and how often.
  2. Examples of products or brands that you feel have done an exceptional job of reaching you and gaining your loyalty. What does it do right, and how could it be even better? Do many of your friends feel the same, or is this your opinion alone?
  3. Examples of products or brands that are doing a poor job, and how they could improve?

Finally, give us a list of dos and don'ts for meaningfully connecting with Millennial consumers.

CRITERIA: Please do not consider alcohol brands, international soda brands like Coke or Pepsi, candy, or chips. We don't want a simple rehashing of which Super Bowl commercials you liked or disliked. If you can give us examples of brands that you feel have targeted Millennials specifically, even better.

Solutions that are more detailed, extensive, and unique will be more likely to win.

    Submissions will be graded on the following criteria:
  • Meets Deliverables
  • Creativity
  • Clarity
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