Hello World: My Formal Introduction, Healthy Advertising and MillenialsPosted: March 26, 2013
My name is Pashun Ballard and I am a new contributor to Brandiose Marketing. I have 5-1/2 years of Marketing and Communications experience. I have worked in the television and radio industry for about 9 years prior to jumping on the marketing communication pool. I hope to give some expertise about social media campaigns, digital marketing, marketing communications branding and writing from a mid career level. I have worked in various different industries, so I have a generalist perspective.
I look forward to highlighting various marketing communications scenarios and case studies. Marketing affects various aspects of the real world. You can see the effects negative and positive of marketing, communications, and social media throughout our society.
How has health advertising and the upsurge in healthy eating affected fast food and soda sales? According to adage.com
“The amount of soda consumed declined 1.2% in 2012 — down to 1996 levels, with per capita consumption in the U.S. falling to 1987 levels. Still, the major brands increased pricing, leading to a 1.8% rise in retail sales. According to Beverage Digest, the category, which includes energy drinks is worth about $77 billion.
Soda consumption was steady throughout the 1990s, rising about 3% per year, before slowing in 1999. The category has been in decline since 2005.”
The traditional fast food industry is having a Millennial problem. Millennials aren’t going to McDonald’s, Burger King or Wendy’s. They prefer Chipotle and Panera Bread restuarants, which have minimalist, modern decor, wi-fi and healthier food options, which are lower in calories, fat, and sugar. McDonald’s hopes to change that by introducing the McWrap sandwich has 360-600 calories. Burger King hopes to target the group by pushing their turkey burger.
The means of reaching millennials might be higher-quality products and lots of choice. The group has caused fits for big beer marketers in recent years as it changes drinking habits in search of variety rather than remaining loyal to certain brands or styles as previous generations had. Brewers have responded with new brands and line extensions, such as Bud Light Platinum, which has shown early success in nighttime drinking occasions.
There are three reasons reaching young adults is important, two of which are not new. The first reason is that marketers want to reach young consumers as they start earning more money and forming families. The second reason is that younger generations have been the source for trends in fashion and food. Lastly,the third reason — the new one — is that older consumers are increasingly learning from their children, such as how to use apps on smartphones. By marketing their brand digitally, companies can reach a wider audience.