How important is someone else's opinion to you?

I was watching "Say Yes to The Dress" yesterday and once again saw a bride-to-be talked out of liking a dress by her entourage.  I am surprised by how often it happens.  And by how rarely they stand up for a dress that they just loved in private.

Research tells us that Gen Z are more image-conscious than other generations, with more than 20% falling into that attitudinal segment. That's 10% above average. Not surprisingly they show a greater interest in subjects relating to their personal image, like fashion and style (34%) compared to other generations as well.

What may be surprising is the fact that Gen Z is more swayed by other people's opinions than previous generations (42%) and that over 37% say they would buy a product/service simply for the experience of being part of the community built around it. (Gilsenan, 2019)

Why do you think that Gen Z is more interested in their image than previous generations?  Why would they be swayed by other people's opinions?  How does this tie into the findings of the Happiness studies? And the Cialdini research?

Why do you think people are willing to purchase a product/service to be part of the tribe?  Have you bought something for this reason?  What and why?  Did it make you happier?

Gilsenan, K. (2018, October 2)  What Does Personal Branding Mean to Different Generations?  globalwebindex.com.  Retrieved September 24, 2019, from https://blog.globalwebindex.com/trends/personal-branding/

Is aligning Secret with Women's Pro Soccer a winning move for P&G?

P&G's Secret deodorant began supporting the Women's National Soccer team in 2018.  Their efforts included soccer-themed YouTube videos, and special packaging.

In July, P&G contributed $529,000 to members of the National Soccer team - $23,000 for each of the World Cup-winning players, to highlight the pay difference between men's and women's clubs.

Beginning today, P&G will buy up to 9,000 seats for soccer teams - 1,000 in each of 9 cities, and donate the seats to women's organizations and sports teams. (Bednarski, 2019)

Clearly Secret, a product that is used by athletes and non-athletes alike, could have picked a variety of different tribes to associate with.  Why do you think they picked woman's soccer?   

What target are they trying to reach?  Why?  Do you think any other tribes will be motivated?  Which ones?  

What Cialdini principles are behind this strategy?  Do you think this effort will be successful?  Or do you think alignment with a different tribe would yield better sales results?

Bednarski, P. (2019, September 17) P&G's Secret Brand Will Buy 9,000 Tickets to Women's Pro Soccer Games.  mediapost.com.  Retrieved September 18, 2019, from

https://www.mediapost.com/publications/article/340772/pgs-secret-brand-will-buy-9000-tickets-to-women.html

Will Gen Z buy Doritos because they took the name off the advertising?

Just in time for the VMA awards, PepsiCo Inc launched a new campaign for Doritos.  Dubbed "Another Level" the key feature of the campaign is that it eliminates the brand logo and asks consumers to create content to replace it.

You can look at the ad here...

https://www.youtube.com/watch?v=tbwoKm5U0tM&feature=youtu.be

According to SVP of Marketing Rachel Ferdinando the idea is to appeal to Gen Z's desire for self expression and being authentic.  She goes on to say that Gen Z has a desire to "almost reject traditional advertising."

As you might expect the campaign has a heavier digital component than previous branding campaigns, including a Snapchat lens that lets users turn their faces into triangles. (Bruell, 2019)

Do you think that this will work?  Will Gen Z be engaged by the challenge?  Will they buy more Doritos?  If you don't think this will work, do you have an alternative suggestion?

Ms. Ferdinando goes on to say "The company believes the campaign will resonate not only with the Gen Z cohort but with a multigenerational audience."  (Ellwanger, 2019)

What do you think?  Will this campaign resonate with Boomers, Gen X, of Millennials?  Why or why not?

Bruell, A. (2019, August 26)  Doritos Bets Consumers Will Recognize the Brand in Its Logo-Free Ad.  wsj.com.  Retrieved September 10, 2019, from

https://www.wsj.com/articles/doritos-bets-consumers-will-recognize-the-brand-in-its-logo-free-ad-11566815400

Ellwanger, S. (2019, August 26)  Doritos Sheds Logo In New Campaign Targeting Gen Z.  mediapost.com.  Retrieved September 10, 2019, from

https://www.mediapost.com/publications/article/339693/doritos-sheds-logo-in-new-campaign-targeting-gen-z.html?utm_source=newsletter&utm_medium=email&utm_content=mostread&utm_campaign=115149&hashid=sLAHyO7POR-kvmHMPk1YNli2lIQ