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Under the sun of Capri

The art of marketing is also the art of targeting. As promises are not always convincing, finding the right tone (the right image, the right message) is decisive. And the right tone is above all a question of target. Until recently, the Millennials were the only real target. But now is the time of Gen Z. After the Gen Y pink, now comes the Gen Z yellow, which tells how important is the look to invade a target. There is no color associated with Generation X, even less with the seniors, for whom silver is more a hair color than a way of seeing life…

Gen Zers are so creative. They twist, they change things, they reinvent, they reboot everything they find. They wear high-cuts, when the previous Gen was using low-cuts. They love playing with bad taste and pop-culture signs. Well, Gen Z is seductive and fascinating for those who think it has found the codes of the gate to the future. Until the next generation… Generation Alpha is on its way…

As far as food in concerned, Gen Z loves tacos more than kebabs or burgers, as we’ve already said here. A couple of weeks ago, it became addicted with Capri Sun. What’s that? It’s an aluminium small packet with an orange drink in it that you take with a straw. Its sales have raised 25% in 2016 and the brand is making 75 million euros in France, which makes its owner – Coca-Cola – very satisfied. Very 90’s. And perfectly consistent with Fila sweats, a brand considered dead until its resurrection last Easter. The owner was the first one to be surprised.. The Capri Sun drink is seducing because it’s “coming from nowhere” – mostly from childhood. Like the Lion King. The short nostalgia is an asset to seduce this generation which is far from being be amnesic.

It’s also a style or, if it’s not, a gesture to show on the social networks… If you try to be different, you’d better show it.… Only 50 cents the drink – a Capri Sun is cheaper than any other can. It also contains more sugar…

So What ?

The recipe to seduce Gen Zers: a break, arty elements, an instagramable attitude, accessibility and a touch of provocation.

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