I was at a cross-platform advertising conference through work where a case study was presented for Taco Bell, as the campaign of the year.
The presenters started by setting the scene and explaining how our generation is part of a cool, cultural shift in entertainment and influence.
Here was some of the support:
Here was some of the support:
In the United States these days, guacamole is served at parties and sushi is sold at gas stations, not just ranch dressing with chips.
Hip-hop collaborations are more popular when someone of another culture is included. A Justin Bieber song alone is not popular, but when he partners with Ludacris or Big Sean, the song ratings skyrocket off the charts. Nelly and Florida Georgia Line's "Cruise" was an example from last summer.
Our palettes are moving from American to ethnic. When you go out to dinner, you don't just go to a casual dining restaurant or chain- everyone asks what type of food you're in the mood for and skews toward that (Asian, Mexican, Thai, Lebanese, etc).
Hip-hop collaborations are more popular when someone of another culture is included. A Justin Bieber song alone is not popular, but when he partners with Ludacris or Big Sean, the song ratings skyrocket off the charts. Nelly and Florida Georgia Line's "Cruise" was an example from last summer.
Our palettes are moving from American to ethnic. When you go out to dinner, you don't just go to a casual dining restaurant or chain- everyone asks what type of food you're in the mood for and skews toward that (Asian, Mexican, Thai, Lebanese, etc).
This shift from general market to total market culture is only going to continue through 2014. It's an interesting thing to think about as we grow up!
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