News U Can Use: “Coke’s Gen Z Summer Docu-Series”

“...Coke is directly targeting Gen Zers with its "One Last Summer" docuseries that highlights the transition many high schoolers face before heading to college. Gen Z consumers are known to have a strong sense of self and expect brands to help them meet their goals and live out their true identities, which aligns with Coke's episodic take on the featured kids from Illinois, who are spending time together before they part ways in the fall. Making such a strong push for Gen Z in this campaign could help Coke build brand awareness with this young consumer group, whose preferences are shifting toward bottled water or better-for-you beverages as they try to avoid drinks with sugar or artificial sweeteners.

The campaign is also the latest example of how brands are experimenting with longer-form video to deliver high-quality content to consumers. Viewership of original digital video, which includes professionally produced and digitally distributed video, has increased 60% from 2013 to 2018, the Interactive Advertising Bureau found. Audiences also tend to be younger.... 

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