The Brand Buzz
The latest buzz on the brands wooing millennials with ideas, initiatives, and product launches that challenge the status quo.
Toyota fuels millennial adventures with new concept vehicle
Japanese automaker Toyota recently revealed a new concept vehicle, the FT-4X, designed with the millennial weekend warrior in mind. Built for “urban dwellers with an occasional taste for adventure,” the crossover is outfitted to meet young drivers’ outdoor needs with features like a rugged exterior and rear hatch, yet stylish enough to cruise around the city. Should it make it into production, Toyota hopes the concept vehicle will expand its SUV audience to include those who may not be interested in hardcore off-roading, but are looking for something more equipped than competing vehicles like the Honda CR-V.
The Honest Company and MLB team up on branded diapers
In an effort to tap into the growing audience and buying power of millennial parents, the MLB has partnered with Jessica Alba’s Honest Company to create branded diapers. Playing into the idea that fandom generally starts at a young age, the “Born a Fan” collection is available for six MLB teams: the Boston Red Sox, Chicago Cubs, Los Angeles Dodgers, New York Yankees, San Francisco Giants, and St. Louis Cardinals. Each line, featuring the team’s logo and iconic landmarks of its home city, is available exclusively at Target through May (with plans to roll out to other stores in the future).
Estée Lauder lures millennial in-store with omni-channel approach
Estée Lauder is hoping its latest strategic partnership with YouCam Makeup could be the secret sauce for luring millennials to its brick-and mortar locations. With the support of in-store beauty advisors, the YouCam app enables customers to virtually try out all 30 shades of the brand’s new Pure Color Love Lipstick collection before they buy. The collaboration aims to address the millennial shoppers’ hybrid approach to beauty shopping by facilitating a unique path-to-purchase that incorporates both online and offline experiences.
SoulCycle celebrates rider community in powerful new brand campaign
While spinning has been a fitness favorite for decades, SoulCycle was the first to create a branded experience around the bike. Now, seven years after the first studio opened its doors in New York City, the cycle tycoon wants to remind fans why they tap it back to the tune of $30-$35 per ride, multiple times a week. The brand’s first major marketing push hopes to keep the competition at bay with a powerful spot called “Find It,” a two-minute anthem that features over 30 of their instructors and highlights the transformative journey riders experience on the bike.
Discover Los Angeles targets millennial travelers
Los Angeles is taking personal responsibility for the U.S.’s negative global image with a multi-million dollar marketing campaign that invites tourists to experience the city’s inclusivity. Using the tagline “Everyone is welcome,” the six-week campaign targets millennial travelers in Mexico, Canada, China, Australia and the UK, offering them a warm and welcoming invitation to the progressive city of LA, home to residents from over 140 countries. Discover Los Angeles, the tourism organization behind the effort, hopes it might help combat the projected loss of $800 million in tourism revenue due to the current political climate.
ConAgra revamps product suite
ConAgra, the household brand behind staples like SlimJim and Chef Boyardee, recently overhauled its Healthy Choice brand to meet the needs of millennial shoppers seeking healthier food choices. In addition to shedding some of its unhealthier options like frozen potatoes, the brand has introduced a new product line of Power Bowls that are higher in protein and price compared to the classic Healthy Choice dinners. The new offering was inspired by new data from natural and specialty food stores that highlight shifting consumer preferences and desire for simple and nutritious ingredients.