Youth Marketing Rule #4 Experiment, always be in BETA mode

Experimentation was the catchcry of the 60’s with youth, and we’re seeing it come back as a key part of brand behavior. Brands who have an ‘always in BETA’ attitude to their business are gaining traction with Gen C. These brands are constantly trying new things and experimenting, asking for a viewpoint, in all aspects of the marketing mix. As long as it delivers on the overall brand point of view, it’s worth trying. Don’t be afraid of failure, if you have a go and are transparent, you get respect and love. Burger King is a great example of a brand constantly experimenting with new ideas but staying true to a core organising thought of ‘having it your way’. Over the past few years we’ve seen the ‘Subservient Chicken’, ‘Whopper Freakout’, ‘Whopper Virgins’ and most recently ‘Whopper Sacrifice’ all bringing people’s love of the Whopper to life in very different but engaging ways. Skittles latest foray is another great example of a brand trying new ways to connect with youth and really leveraging social media to create conversations around the brand.

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