For Brands, 2015 Is Shaping Up to Be the Year of Positivity

Why Dove, Coca-Cola and McDonald’s are smiling at millennials

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

Can a brand help improve a consumer's state of mind or even dare to make them happier? That's what marketing for brands like Coca-Cola, McDonald's and Dove is attempting in 2015. These big brand marketers are using various campaigns to make the world a kinder, happier place—whether that's combating hate online or making consumers smile with a new love-inspired currency. Though the brands' motives aren't entirely altruistic, the overall happiness goal will help position these brands for better engagement with the much sought-after millennial segment.

According to a recent study by ZenithOptimedia, The Pursuit of Happiness, brands that can help millennials achieve happiness stand the best chance of securing long-lasting and profitable relationships with that consumer group. 

A recent study finds that brands that make millennials happier stand the best chance of a profitable, long-lasting relationship with them.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in