Someone once defined Millennials as the “purpose generation”. Millennials differ from their parents because they have so many brand options and they choose them wisely. They want to be responsible consumers, for themselves and for the planet. They are likely to buy brands that have a purpose of making a positive difference in society through their products and operations.
Take a brand like Dove. Beauty should not be dictated by fashion magazines or society; a woman is beautiful as she is. Or think about Ben & Jerry’s, the ice-cream brand that offers natural ice-cream, responsibly sourced from local farmers. These two brands are “love brands”. People engage with them easily because they have a higher meaning and offer consumers something over and above great products.
Millennials look for purpose in brands and it can take many forms. It can reflect their values or concerns, from knowing what’s in your food, where it comes from, how it’s made or who’s made it, moving away from artificial products, animal products or looking for natural or organic products, or brands that are ethically produced. It can also be an individual quest for wellness to find brands that provide an experience that fits people’s lifestyles. Brands that help me feel good, that give me energy, feel healthier, that use new ingredients for holistic wellbeing.
Ice-cream is a delicious treat, snack and dessert and everybody agrees that a world without ice-cream would be boring and sad. Our client, Unilever, has many ice-cream brands such as Wall’s, Magnum, Carte d’Or, Fruttare, Popsicle, Max, Cornetto, Breyers, Ben&Jerry’, Swedish Glace etc. Ice-cream is indulgent and always should be. They don’t want to take anything away from that experience but they do want to embrace the many changes they see in the world and in what people choose to eat and reflect that in their ice cream. They don’t want to just take out what makes ice cream delicious but find alternative ways to make ice-cream fit for millennials that embrace a wellness lifestyle. To give people ice-cream that fits with their values and aspirations.
Invent an ice-cream brand that fits millennials who want to embrace a wellness lifestyle.
- #1 Prize €5,000
- #2 Prize €2,500
- #3 Prize €1,000
- #4 Prize €1,000
- #5 Prize €500