As veteran brands sail into new decades, some are making waves with Gen Z. This has been achieved largely through the revitalisation of nostalgic animated mascots, with roots dating back to the brand’s inception.
Brands are also giving their media strategies a thorough spring cleaning, choosing to abandon the televisual ship in favour of the boundless seas of digital media. By tailoring content to suit different digital platforms and dabbling in experiential marketing, brands are far from becoming stale. Recent studies have recognised the effectiveness of these strategies in engaging the Gen Z audience. Success hinges on understanding the digital habitats where Gen Z reside and ensuring the brands appear there in a manner they find authentic.
Revolutionising Content and Placement
Several major food and snack companies have been enjoying the warm glow of strong results. This success can be traced back to the pivot away from traditional TV advertising towards digital channels, particularly TikTok. Furthermore, brands have engaged with platforms such as Twitch for promotional campaigns and have partnered with popular figures in youth culture for merchandise drops.
The beloved mascots feature prominently in these endeavours.
“Gen Z aren’t glued to the telly these days. They’re on YouTube, TikTok, and brand mascots fit seamlessly into these platforms in a way that’s both organic and credible,” a leading brand strategist explained. “It’s about making a genuine, captivating impression that speaks their language.”
Brands ensure placements align not just with consumers’ expectations, but also with the platform’s context. For instance, having mascots appear on gaming platforms during sporting events jibes with the context and can be supplemented with related animations on TikTok.
“This shift in how we approach content—shorter formats, more engaging, appearing at the right place and time—has been a pivotal part of our evolution,” a leading brand manager said. “With these changes, we have seen a significant improvement in media performance, engagement, and return on investment.”
A Moment to Disconnect
While the digital realm is certainly important, brands aren’t neglecting the tangible world when it comes to engaging Gen Z. As part of their celebrations, some brands are hosting extravagant, immersive events, such as yacht parties. These unique experiences offer a variety of themed fun and entertainment, providing attendees with a moment of disconnection from their digital lives.
These promotional activities have generated significant media impressions and engagement, underscoring Gen Z’s yearning for experiences that go beyond ‘Instagram-worthy’ moments.
“Gen Z is online nearly all the time, barraged with digital stimuli,” noted a leading brand strategist. “However, they’re also eager for experiential moments that let them disconnect, albeit momentarily. They might not entirely unplug—their mobile is still nearby—but it’s a moment of reset.”
To Gen Z, the boundary between the virtual and the ‘real’ world is rather blurry. The experience is paramount; the platform is secondary.
“They toggle effortlessly between different screens and experiences. A real-life moment is still an experience they seek. They live it first, and then they share it,” they explained.
However, even with these strategies in place, brands are still charting the course of marketing to Gen Z. With a cohort so immersed in the digital world and attuned to personalisation, any hint of inauthenticity is swiftly spotted. Therefore, brands continue to evolve and experiment.
“I’d love to declare it’s all science,” confessed a senior marketing officer, “but it remains a careful blend of art and science. It’s about having the right content in the right context on the right medium.”
