With 22.8 million 18-34-year-olds watching, there is a considerable amount of pressure for brands advertising during the Super Bowl to appeal to Millennials. But one firm’s survey found that 82% of Millennials said past ads are usually “just ok,” “disappointing,” “plain awful,” “offensive” and/or “not as good as they used to be,” making the big game a big missed opportunity. Commercials like Budweiser’s “Puppy Love” may receive 54 million views, but that doesn’t necessarily translate to loyal consumers. What works are ads rooted in consumer insight: “Dos Equis, and other Millennial favorites like Chipotle, Old Spice and Dove, win because they know who their audience is and they deliver the unexpected, rather than blandly pandering to everyone.” (Forbes)
