Teens and Advertising

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Teenager Commercial Preferences

Three campaigns that have resonated with US teenagers are Dorito's: Showing Pride, Nike: Diversity, and Dove: Self Esteem. One campaign that resonated with UK teenagers, and teenagers globally, was River Island: Labels are for Clothes. The campaigns are detailed below.

River Island — Labels are for Clothes

  • It is common knowledge that teens are worried about the "labels" that their peers, or others, give them. To push back on that, and in partnership with the anti-bullying charity, Ditch The Label, River Island launched its "Labels are for Clothes" campaign to champion self-expression and reject stereotypes. River Island created ads that spotlighted a complete range of body types and abilities to focus on inclusivity.
  • The campaign used models from a variety of backgrounds, including those with disabilities. The TV commercial used models including Paralympic athlete Jordan Luce, as well as Kathleen Humberstone, a model with Down's Syndrome. Blogger and motivational speaker Mama Cax, who lost her right leg to cancer, was featured in poster ads.
  • The brand’s kids’ and Mini collections was also a part of the campaign, showing diversity at all ages.
  • The campaign ran across TV, digital, social, online and in-store.
  • For teenagers in particular, seeing different people being represented on a national and global scale allows them to be more accepting of the world around them.

Doritos: Showing Pride

Nike: Diversity

Dove: Self Esteem

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