One of the underlying themes that all Gen Y marketers confront as they plan and strategize their media plans is the whole notion of relevance against an increasingly fragmented media landscape. We've been nothing less than relentless in telling our clients to test out mobile marketing now rather than waiting another year and following the rest of the pack. We've also been emphasizing the strategic importance of a peer to peer model. That said, as Gen Y grows up, hopefully graduates college, and heads in to the world of work and marriage, the question we typically receive from clients and the media is whether the so called "social norms" that Gen Y displays (the materialism, the casual factor, the drama, etc.) will stay with them through independent-hood. According to this article today, some marketers aren't wasting anytime testing out the unproven theory. Marketing to moms, especially young moms has quickly become the demographic/psychographic segment du jour along with young people. Check out Conde Nast's Cookie Magazine, a magazine for young moms, and one of the few bright spots in what has been a challenging couple of years for magazine launches. The article goes on to highlight some of the recent efforts of blue chip brand marketers, like Unilever, to leverage some of the social norm equity of Gen Y and put it smack dab in the middle of their marketing to moms strategy. For example, Unilever took its near category leading Suave brand and gave it a makeover with new packaging, new brand messaging speaking specifically to these moms, and best of all for Unilever, a higher price. Is it working? Apparently so, the article says sales are up 3% over the past 12 weeks, which in the heated haircare category is pretty darn good.
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