Two liquor brands go after Millennials.
We’ve described Millennials as Generation Go: Rather than wallowing in the idea that they’re a Lost Generation, this cohort is both resilient and resourceful, and notably entrepreneurial-minded. (Access to technology has helped drive this phenomenon, as a recent survey showed.) Brands have been trying to tap into this spirit, such as Levi’s with its “Go Forth” effort. Now two spirits brands are adopting this course, telling Millennials to “Transform today” and “Defy the odds” in global campaigns.
Absolut’s “Transform Today” campaign continues the vodka brand’s focus on artists, spotlighting four young creatives: a fashion designer, a digital media artist, a graphic novelist and the artist/musician Woodkid, whose song “Ghostlight” is the soundtrack to a manifesto spot. They are all “recreating themselves in order to become something more.” Print ads feature go-get-’em slogans like “Dare to think beyond” and “See where you take you.” Absolut’s VP of global marketing tells Forbes that the aim is to “put a stake in the ground about what we believe in as a brand, which is ‘The future is not a given, it is what you create.’”
Johnnie Walker’s new iteration of its “Keep Walking” campaign also looks to the future—five years ahead, in the form of “a message of hope from a successful man to his younger self.” A TV commercial depicts “people trying to move themselves forward, with one foot in the frustrations of today’s workplace and an eye on the potential of the future.” The ad is empathetic—“You’re doing a job you don’t get. You’ve got talent no one’s ever seen”—before assuring young viewers that the future promises better: “One day you’ll rise up, defy the odds, silence the doubters.”