tag:blogger.com,1999:blog-941731830705031230.post4255773139789495953..comments2024-03-25T02:53:48.654-07:00Comments on SVB on Wine: Selling Millennials Through Myths & Lies (Part 2 of 3)Rob McMillan rmcmillan@svb.comhttp://www.blogger.com/profile/12396624790174552807noreply@blogger.comBlogger4125tag:blogger.com,1999:blog-941731830705031230.post-7860211159461874302016-06-09T13:20:43.741-07:002016-06-09T13:20:43.741-07:00Mike:
Your theories are spot-on. But the wine indu...Mike:<br />Your theories are spot-on. But the wine industry fails to understand that to stay "cool" they must be social relevant thus culturally relevant. And society is evolving everyday thus their brand conversation must also evolve or die. There is a lot of road-killed out here. They have 2 conversations out here, luxury or green, thus a Sea of Sameness in the marketplace.<br />I love Dos line "stay thirsty my friend". Can not wait to see who replaces him. <br />I can be reached at jigsawmcs@gmail.com<br />Ed DoneganAnonymoushttps://www.blogger.com/profile/09539381335779733407noreply@blogger.comtag:blogger.com,1999:blog-941731830705031230.post-54768764416334275522016-06-05T18:55:41.570-07:002016-06-05T18:55:41.570-07:00Well, this will be both oversimplified and abstrac...Well, this will be both oversimplified and abstract at the same time, but both are necessities because this is summarizing an awful lot. So I apologize. The movies, tv shows, and marketing that are most successful in a given era tend to make use of the same archetypal characters, because people live vicariously through the archetypes that live the life they yearn for -- and the most dominant yearnings change over time. Young Gen Xers were raised to keep their ambitions reasonable and be satisfied with a relatively steady paycheck, and so they yearned for a more carefree, fun life - much like Bart Simpson the "proud underachiever." Young Millennials were raised to feel empowered, and so they aspired to not just a paycheck, but to leave a mark on the world -- much like the heroic, powerful Harry Potter. If Harry Potter had been released in the early 90s the franchise would have been nowhere near as successful as it's been. Part of the reason craft beer, spirits, and wine have all been growing in the Millennial era is that many of the individual brands in these categories make use of variations on a heroic archetype, rather than the frat guy archetype that had been so powerful for mainstream beer in the Gen X era -- but is now dragging those brands down. (This is probably less true of wine, but that's one way to answer your question of how to sell more wine to Millennials.) The Most Interesting Man in the World was so successful in part because it was the only non-craft beer brand making use of a heroic archetype. But brands don't need tv ad campaigns to tap into archetypes - just very consistent marketing, presentation, and promotion. Anonymoushttps://www.blogger.com/profile/14665959242928462745noreply@blogger.comtag:blogger.com,1999:blog-941731830705031230.post-89857967003167824292016-06-05T09:35:23.864-07:002016-06-05T09:35:23.864-07:00Thanks for the comments Mike. I'm interested i...Thanks for the comments Mike. I'm interested in your perspective and while I get the difference between Bart and Harry, I don't grasp how a movie evolves or unites a range of consumers..... outside of making better board game partners when they select Bart for $100.<br /><br />I'm quite certain it's me just not grasping your point and I would like to understand... Maybe it's no coffee.Rob McMillan rmcmillan@svb.comhttps://www.blogger.com/profile/12396624790174552807noreply@blogger.comtag:blogger.com,1999:blog-941731830705031230.post-34254388004797382612016-06-04T20:35:12.222-07:002016-06-04T20:35:12.222-07:00This is a topic I've spent so much time studyi...This is a topic I've spent so much time studying that I don't know where to begin. Most of my experience is in beer and liquor, but I'm confident it applies to wine as well. The "archetypal" Millennial is profoundly different from the archetypal Gen Xer. I always say that if you take away only one observation about these two generations, let it be this: Gen Xers grew up on Bart Simpson. Millennials grew up on Harry Potter. Could two child characters be more different? And if you don't think this matters to marketing, I can think of no better example than Captain Morgan rum. The brand thrived in the 90s, basically by positioning itself as the Bart Simpson of liquor - a rule-bending joker, avoiding responsibility. When sales tanked in the 00s, they reinvented the brand as the Harry Potter of liquor - a heroic adventurer, embracing responsibility. The brand has been thriving ever since. The before and after ads:<br />https://www.youtube.com/watch?v=7i0JEOeSEP0<br />https://www.youtube.com/watch?v=AKnC3exDPxY<br /> Anonymoushttps://www.blogger.com/profile/14665959242928462745noreply@blogger.com