Not for lack of trying...
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And yet, as we said, no major beer would claim to have made any impressive inroads with these 20-somethings. Ads like the ones above apparently yield no appreciable results.
Maybe the consultants should be fired.
An instructional video on advertising to millennials
As a rule, we generally avoid citing cross-category case studies. But since we made that rule, we get to point out the occasional exception. Especially when that exception's so much fun to watch, and more important, so brilliant.
Here's a just-released long-form ad from the good folks at Chevrolet. The target for their new Cruze automobile? Why, millennials, of course. But just look at how Chevy's (purported) advertising efforts to capture and identify with the millennial crowd fail miserably... and then triumph magnificently.
Just holding an advertising mirror up to millennials is not effective, and may well be counterproductive. As the Chevy ad cleverly demonstrates, they do not react well to being stereotyped. That's probably true of any demographic group, but this latest bunch of young adults seems to particularly dislike it. Patronize them with ads offering only superficial renderings, and be prepared to see see them ignore your brand. Had the Miller High Life and Leinenkugel's folks understood this, they might have made better, more effective ads.
More important: Avoiding mistake #2
What did the young adults respond to in the Cruze ad? Hipness in its language? The "feel" of the ad? An emotional hook some clever ad guy came up with? Nope, nope, and nope. Instead of ad-agency flim-flam, the distinctive features of the automobile were the key. Said another way, the millennials' interest was captured by the distinctiveness of the product.
Could it be that provocatively presenting a beer's distinctiveness is the very best way to bring millennials to your brand? That an honest, but still engaging presentation of what makes one beer brand more desirable than another will (gasp!) sell beer? That substance counts more than style?
Wow. Wouldn't that be something?!?