Can Millennials and Gen Z be persuaded to drink Folgers coffee?

Folgers instant coffee apparently has a reputation of being "your grandma's coffee."   

 

Not surprisingly, J.M. Smucker Co., owners of the brand, see a need to reach out to Millennials and Gen Z to bring younger consumers into the fold.

 

They've created two videos for their new campaign.  Both use the Joan Jett tune "Bad Reputation" from 1993.  The first one references the New Orleans heritage of the brand.  You can watch it here...

 

https://www.youtube.com/watch?v=CIB-mWsFq1c

 

The second spot includes the fact that Folgers has 35 million users.  You can watch it here...

https://www.youtube.com/watch?v=4N5p_tKOS6Y

 

What do you think about the idea of using a song that was released before most of the target was born?  Do you think it will resonate with the them?  Would it be more appealing to one generation than the other?  Why?

 

Each video uses a Cialdini technique that we discussed in our first class.  Which ones do they use?  Do you think either approach will resonate with Millennials?  What about Gen Z?

 

Finally, do you think either group will be motivated by this campaign?  If so, which one and why?

 

 

Ellwanger, S. (2022, January 31) Folgers Doesn't Give A Damn That It's 'Your Grandma's' Coffee.  mediapost.com.  Retrieved February 1, 2022, from,

https://www.mediapost.com/publications/article/370761/folgers-doesnt-give-a-damn-that-its-your-grandm.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=125135&hashid=ybq2buULrntyGS6NfbELk0afrrI

 

Do it for me.

 

A while back Home Depot expanded into New York City.  Their motto at the time was "You Can Do It.  We Can Help."  But they quickly learned that New Yorkers' motto was "You Can Do It. We Can Pay."  Home Depot didn't mind when they realized that New Yorkers are big spenders.  They adjusted their services to take advantage of the opportunity and now include design and contractor services in their portfolio. 

Gen Z and Millennials talk about climate change on social media more than Gen X and Boomers.  67% of Gen Z talked about the need for action on climate change 1-2 times in the past few weeks, as did 61% of Millennials.  (Tyson, Kennedy & Funk, 2021)

Yet, Baby Boomers are the group most likely to recycle, with 57% finding no barriers to doing so, while 73% of Gen Z has plenty of excuses not to.

(Gilsenan, 2021)

Baby Boomers are also the generation most likely to have boycotted a company in the past 12 months. (Duffy, 2021)

How do you account for this disconnect between Gen Z's/Millennials words and actions?

Can we persuade Gen Z and Millennials to step up and take personal responsibility for the damage they do to the environment?  If so, how? 

Would applying Cialdini's persuasion techniques help?  If so, which ones?  And how would you use them?

 

Tyson, A., Kennedy, B. & Funk, C. (2021, May 26)  Gen Z, Millennials Stand Out for Climate Change Activism, Social Media Engagement With Issue.  pewresearch.org.  Retrieved November 2, 2021 from  https://www.pewresearch.org/science/2021/05/26/gen-z-millennials-stand-out-for-climate-change-activism-social-media-engagement-with-issue/

Gilsenan, K. (2021, February 23)  Sustainability in 2021: business as usual isn't an option.  gwi.com.  Retrieved November 2, 2021, from  https://blog.gwi.com/chart-of-the-week/sustainability-necessity-2021/

Duffy, B. (2021, October 22)  The Bunk of Generational Talk.  wsj.com  Retrieved November 2, 2021, from  https://www.wsj.com/articles/the-bunk-of-generational-talk-11634914564