Executive editor Mary Maddever on the challenges of truly connecting with youth.
A look at how youth-focused brands like Doritos, Adias, Kotex and Ubisoft are targeting the digitally-savvy, seen-it-all Generation Z.
The PepsiCo brand asks young people to set their social media profiles on fire for the launch of its Inferno chips.
Fashion+Clothing / Youth
The sports apparel brand targets “Next Generation Youth” by pairing artists with different backgrounds through an online portal.
Women / Youth
As an extension of its “Generation Know” campaign, U by Kotex provides a place where young women can ask important questions.
The videogame maker steps away from celebrity endorsers to tap university students to become ambassadors for Just Dance, all while attempting to set a world record.
BBDO’s Peter Ignazi has some tips on targeting youth’s key influencers – zombies and vampires.
Sports+Ent / Youth
The cartoon character goes for a niche target to sell merchandise, tapping the BMX community through Instagram.
Mike Farrell on the need to go beyond crowdsourcing and user generated content to reach today’s young people.