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Gen Y, Gen Z and Coke Happiness

February 7, 2010 by Sarah Newton  
Filed under News and Events, Professionals

16 Comments


Youth and Viral Video

A lot had been written about the new Coke viral video and the happiness machine. It is a great video and there is no doubt about it, Gen Y love this video, just as the amazing Carol Phillips wrote about on her blog. But I think this campaign is even cleaver than that and coke could be gearing up for Gen Z with this video.

It is obvious why Gen Y like this video. It appeals to their something-for-nothing mentality (please note that I am not saying that this is a bad thing). It also appeals to their optimistic nature and view of the world. They want things bright and shiny and, on the surface, this feeds that. It was only when I showed it to my two children and their friends, one a late Gen Y and one a Gen Z, that I realised the difference.

You see, in this country, within certain sectors of society, Gen X parents have turned against Coke and nearly all fizzy drinks. Coke epitomised for most the junk food, overweight child phenomenon and most Gen X parents (who had been Coke addicts in their youth!) turned against this drink and really, minus a few occasions, their children have been nowhere near the stuff. So Coke to these little Gen Zs is a distant memory or at least a treat they are not allowed. This could be why Coke cleverly bought shares in Innocent smoothies.

As I showed it to the Gen Y gang I got laughs, nods of agreement and “Wow That Is Cool” kind of responses. Then they were back to what they were doing.

The Gen Zs though had a whole different response, mostly of shock, culminating in Freya turning to me and saying, “If coke is bad for you then why are they giving stuff away?” I have to say I was left speechless. A conversation then ensued about how Coke could give things away to the poor or even take money from each pack to spread the happiness to people who do not have any. Together, these little 9-year-olds had figured out how they could have made things better. Once more I got asked for Coke – clever move, Coke!

So what does this tell us?

Gen Z want us to go further, they are just not OK with a one-hit wonder, something to make us feel better. They want everyone to feel better, they want the world to be fair. Furthermore, it demonstrates their need for structure; they love the idea and want to add the structure to take things further, to make things really count. They immediately wanted to partner with Coke to make it better, showing us that marketers need to really listen to Gen Z, who will demand more from the campaigns.

While I realise that my home is not the barometer for change, these shifts are subtle and are happening, so marketers think that one step further, please.

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Tags: coke happiness, viral videos, Youth Marketing

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16 Responses to “Gen Y, Gen Z and Coke Happiness”
  1. Carol Phillips says:
    February 8, 2010 at 9:35 pm

    Thanks for the ‘amazing’ shout-out, Sarah. I am fascinated by the contrast between my classes and your Gen Z’ers. I am not sure I agree the Gen Y appeal is ’something for nothing’ so much as the giving spirit and fun that the happiness machine represents. As a Boomer, my sympathies are with your Gen Z kids. It really does nothing for me, seems more like a gimmick than a real gesture of kindness.

    Carol

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    • Sarah Newton says:
      February 9, 2010 at 1:27 am

      Hi Carol

      I know it totally fascinates me everyday the difference I am seeing. Yep I think when I wrote this I had been having conversations about entitlement so I think that was high on my mind when I wrote it. I also think this could be a culture thing and in the UK the ’something for nothing’ would tend to win out…we are not a very happy and shiny country if that makes sense.

      Yep those little Gen Z have got lots in common with the Boomers….:-)

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  2. Amy Jussel, Shaping Youth says:
    February 8, 2010 at 8:58 pm

    Sarah, this is why I feel strongly that Gen Z or whatever the nom du’ jour may be should focus on ‘taking it a step further’ and thinking DIFFERENTLY in solutions building, such as embracing ColaLife.org which asks Coke to merely remove one beverage from each distribution case to insert a “life pod” of vaccines/medical supplies to “spread happiness” to far away regions, where it seems only big bucks marketers can truly “reach”…

    If Coke can reach poor regions and developing countries to send medical supplies, this would truly be a way to redefine ‘happiness’ in a more global context…to make it ‘the real thing’ in global scope of good will, rather than a PR blitz. THIS to me would be leveraging a ‘take it a step further’ notion for a win-win.

    Redefine happiness as healthiness. Be part of the solution if your brand is also unmistakably part of the problem. If we can reach hinterlands to rot teeth, we can surely reach them to spread happiness in a healthy context, oui?

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    • Sarah Newton says:
      February 9, 2010 at 1:29 am

      I love that taking it a step further and it is how marketers are going to need to be thinking that is for sure.

      Your thoughts and comments are inspiring thanks so much for sharing. Now big companies out there listen up to Amy ! :-)

      Thanks

      Sarah

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  1. uberVU - social comments says:
    February 8, 2010 at 5:24 am

    Social comments and analytics for this post…

    This post was mentioned on Twitter by sarahnewton: BLOGGING: Gen Y, Gen Z and Coke Happiness – * Gen Y, Gen Z and Coke Happiness Powered by Gen Y Guide Sarah Newton… http://ow.ly/16wCox…

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