Youth Report


The Youth Report

A look at how youth-focused brands like Doritos, Adias, Kotex and Ubisoft are targeting the digitally-savvy, seen-it-all Generation Z.


Youth Report: Doritos trades UGC strategy for spicy tech

The PepsiCo brand asks young people to set their social media profiles on fire for the launch of its Inferno chips.


Youth Report: Adidas gets inclusive with sub-cultures

The sports apparel brand targets “Next Generation Youth” by pairing artists with different backgrounds through an online portal.

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Youth Report: Kotex adds forum to its Real Talk platform

As an extension of its “Generation Know” campaign, U by Kotex provides a place where young women can ask important questions.


Youth Report: Ubisoft shifts its focus to fans on campus

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.



Editorial: If you want engagement, try engaging

Executive editor Mary Maddever on the challenges of truly connecting with youth.


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Brands swap goods for social currency

Kellogg’s All-Bran Tweet Shop and Hot Wheels tweet-activated vending machine got consumers talking about the brands on social media.


3D printing goes mainstream

The industry weighs in on how agencies and brands are using the tech now, and how they may use it in the future.


Celebrity CD wish list

From Carly Rae and Telus to Ryan Gosling and Guinness, we dream up some potential celeb-brand pairings.

HMV collectibles

HMV bets on streaming, loyalty and merch

The retailer’s president and CEO Nick Williams discusses its plans to fight back in the face of digital adversity.


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Age versus experience

Emma Hancock on striking the right balance when it comes to agency staffing.

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Up your game with youth

Mike Farrell on the need to go beyond crowdsourcing and user generated content to reach today’s young people.

Back Page


Back page: Marketing to the undead

BBDO’s Peter Ignazi has some tips on targeting youth’s key influencers – zombies and vampires.



Ben & Jerry’s Vine fishing

The ice cream brand tries out the Twitter-owned social media channel to launch a flavour inspired by the band Phish.

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SpongeBob hits the BMX ramps

The cartoon character goes for a niche target to sell merchandise, tapping the BMX community through Instagram.


Transforming Maple Leaf

The manufacturer is changing into a food marketing machine focused on building love for its brands.

mad men

Stuck in a Mad Men era

In part two of strategy’s diversity series, we examine why agencies struggle to get women and visible minorities up the ranks.

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