Young people think the dollars 500 million Pepsi relaunch was a waste of
time and money, according to feedback from a recent conference on
marketing to young people, called the Youth Perspective.
The findings, which may undermine many advertisers’ preconceptions about
young people, also showed that they would rather buy cheaper clothes
more regularly than spend lots of money on designer labels.
In addition, they saw MTV as slightly ‘unreal’ and pointed out that not
everyone has access to it anyway.
Only one person on the panel of 17- to 18-year-olds enlisted to provide
instant feedback throughout the conference had used the Internet.
The panel was questioned about the Pepsi campaign by the conference
chairman, Matthew Freud, whose agency, Freud Communications, handled its
PR campaign. Many of them did not see the point of such a large adspend.
The Youth Perspective was held at the London nightclub, the Ministry of
Sound, and tackled controversial subjects such as drugs, drink and
politics, as well as fashion and media consumption.
Delegates heard presentations from, among others, Roy Edmondson,
marketing director of Levi-Strauss, and Chris Stephenson, senior vice-
president, marketing, at MTV Networks Europe.
The event was organised by Campaign and its sister title, Marketing, in
association with the Ministry of Sound.