Youth

News

Are teens abandoning traditional media?

Hood: I’d like to start with Jeff, our media person, by asking you whether you think it’s still possible to reach teens effectively using a traditional broadcast-based media plan, or whether marketers and buyers need to take advantage of some of the more niche offerings out there to do a good job.

News

Lost in TV land

I’m watching an episode of The Sopranos right now. And I’m not watching this season of Sex and the City.
Normally, neither of these two things would seem all that remarkable, except for the fact that I’ve already seen the entirety of the current season of Sex and the City, and the episode of The Sopranos that I’m watching isn’t set to air on The Movie Network – or on HBO, the originating network in the States – for a full two weeks.

News

Forget cool – try smart

Sex, drugs, diets, smoking, cancer. They are real, frightening and intensely personal issues for young women. But they are also issues that are difficult to communicate to a population that feels invincible.
Regardless of how stark and ubiquitous the communication is or how graphic the campaign images are, lifestyle messages are not getting through to young women. This point has been driven home in a study we at Uthink completed in early October on behalf of Rethink Breast Cancer, a Toronto-based charitable organization.

News

Reaching the cloistered few

I’m a boomer. In fact I’m a leading-edge boomer, which is a nice way of saying I’m on the older edge of boomerdom. As such I get to have boomer ‘life experiences’ a little before most of my boomer brethren. The most recent ‘life experience’ filling media pages and airwaves relates to the act of delivering the first-born to the gates of some university somewhere in this country. Surely you’ve read the bittersweet columns and articles about the dreaded double cohort.

News

Beyond the beauty spot

If the cosmetics industry has been slow to respond to new attitudes among youth, you have to admit they’ve got it tough. When you talk about youth, you’re talking about image, and image is exactly where the change in attitudes lies.

News

Toy biz plays on retromania

In the 1983 flick Trading Places, a down-and-out Eddie Murphy explains the economics of the hood to his filthy rich co-stars; if he doesn’t return home clutching a G.I. Joe action figure with a ‘Kung-Fu Grip,’ he won’t be getting any action from his wife, who wants to present the coveted plaything to her kid for Christmas.
This scene depicts the renown of the toy way back when, and interestingly enough, Hasbro has just reintroduced the popular 70s ‘Kung-Fu Grip’ function to its 2002 G.I. Joe collection.
But the military man isn’t the only toy making a comeback from earlier decades, as marketers strive to connect with the nostalgic mind-set of parents post 9/11 by unveiling dated properties, often with a contemporary twist for today’s kids. There are a slew of them – Cabbage Patch Kids, Strawberry Shortcake, Incredible Hulk, Care Bears, and Masters of the Universe, to name a few.

News

Jeep campus promo – karaoke woos the student beast

September is traditionally party time at Canadian universities, with students trying to have as much fun as possible before the bitter winds – and the real academic grind – arrive. To coincide with this fall frivolity, DaimlerChrysler is making the rounds to campuses, promoting its Jeep brand and getting involved with the frenzy of frosh activities.

News

On-the-go snacks are where it’s at

Long gone are the days when student lunchboxes enclosed an ordinary bologna sandwich on Wonder Bread and a Granny Smith apple – a diet that’s as about exciting as math class. As kids reluctantly return to classrooms across Canada, at least they can be assured that their backpacks are probably stuffed with appealing goodies, thanks to marketers who continue to develop playful and convenient, single-serve treats.

News

Brands draw on art in lifestyle campaigns

I walk into a groovy little warehouse space in Kensington Market called Presto. It looks like any Toronto hotspot: a devil-may-care mix of collage art, mismatched vintage furniture and turntables. But as I glance over at the athletic gear lining the walls beneath the graffiti and the huge document which proclaims: ‘This venue is supported by Nike, to support the launch of our Presto brand,’ I realize this is no ordinary hipster hang-out. Welcome to the new age of experiential marketing.

News

Everfresh goes slasher in summer campaign

So what’s the story?
You wouldn’t think juice could rip someone’s head off, but in an attempt to connect with the gore-loving, 16- to 20-year-old male demo, a new campaign for Everfresh jokes about doing just that.

News

The mainstreaming of streetball

Beneath the hoop, four brawny, shirtless streetballers are gathered. The one clutching the basketball starts bouncing it as he chats with his chums. Seconds later, the camera shifts to the famous Fruit of the Loom ‘Fruit Guys.’

News

Quest for youth

Youth is desirable, whether you’re talking skin creams or target demos, and broadcasters know that if they corner the coveted 18 to 49s, it won’t be long before buyers come knocking.

News

Bootlegger pushes denim to back-to-school crowd

Fashion retailer Bootlegger promises to have a style of jeans to suit every individual preference, a claim it will promote in a new campaign due to launch in mid-August.

News

Revealing the kid in street kids

Almost every street in a big city’s downtown core has one, sometimes a group of them. They huddle in bus shelters, on storefront stoops and in the parks. Street kids, young people without homes, often runaways from abusive families, sometimes need a little charity.
But to many city dwellers they’re no more than a nuisance, and the words ‘spare any change’ are often met with ‘get a job.’

News

Understanding youth

‘Anyone who doesn’t understand ants are for stepping on doesn’t understand kids.’