At first it seems odd that a 50 year-old brand would think they had a chance to increase sales by targeting the variety craving Gen Y, but really what choice do they have? Gen Y is now projected to be 80 million strong, larger than the Baby Boomers. And since they are 18 - 33, they are the future. (Parekh, 2012)
But will they embrace a chemical product even if it tastes better than a natural one? Perhaps. A segmentation study of Gen Y from last April suggested that many segments of the group don’t particularly care about natural products. While the 2010 Gallup survey said that 61% of women want to lose weight. (Mendes, 2010)
So, what do you think? Can this campaign be successful?
Here’s the link to the blog about the segmentation study.
Parekh, R. (2012, July 31) Why the Makers of Sweet ‘N Low are Trying to Target Younger Consumers. adage.com. Retrieved August 1, 2012, from
Mendes, E. (2010, November 24) In U.S., 62% Exceed Ideal Weight, 19% at Their Goal. gallup.com Retrieved August 1, 2012, from