With #freethepimple, hundreds of teens have proudly displayed their acne online. From this hashtag was born a brand: Starface and its star-shaped anti-button patch, perfect for selfies. With a Pong on homepage (mythical video game of the 1st computer) and a mascot reminiscent of the Acid House smiley (icon of the beginnings of the internet), the brand is a graphic best of web-culture.
Topicals, Recess, Gob, Bubble… All follow the same formula: tickle our retinas to perform online (Starface's commitment to networks is 1,5 times higher than its competitors). Even Mcdo gets started with its brand WTF of nuggets and his red latex t-shirts allowing him to shine on the networks. The trick? Break the codes to collect likes.
Come on, we're fine.
21% gen Z (born between 1997 - 2010) prefer their online life to real life. Its second degree ('Instagram vs reality)', its affinity communities (@astroaddict), its immersive platforms (Twitch), its heartwarming slogans ('it's ok not to be ok'), its outbursts of liberation (#bodypositivity) make 'internet a comfort bubble.
On the web, movements of self-acceptance and rejection of diktats explode. The youngest dismantle the idea of perfection. Prefer the ugly beautiful. Because more authentic (#nofilter). These new troublemakers do the same by opposing elitism and ambient superficiality. brands with minimalist branding - retouched photos - pastel colors that invaded Instagram in its last years.
By dusting off the nuggets of web-culture, they provide teens with a place that is familiar (with the 'quirky' codes they know), non-standardized and inclusive (originality is welcome) and clearly entertaining (the memes are infiltrate their website).
In itself, an ideal escape route from thinking about the agonizing reality that weighs on their shoulders? Because yes, the Gen Z would also be the most anxious generation.
Irony even the world
In the process of representing the largest part of buyers, Gen Z is an important target, but difficult to hit. Finding a place on the networks would be the best way for brands to reach the youngest who are neither fans of TF1 news nor readers of the World.
Think about your branding to hit the media: it's smart. But exercise has limits. First, not sure that this design remains synonymous with coolness for so long, what effect will it have once copied and recopied, seen and reviewed? Second, it's hard to imagine that this TikTok language comes out of the internet bubble and finds such an echo in 4 × 3, on a metro platform.
Anyway, these neon yellow marks send us a signal not to be missed. Anti-bullshit. Anti-advertising. Anti-branding, the youngest send everything that resembles the classic forms of persuasion. This does not prevent them from consuming, even some strange things, provided that the irony and the 2d degree are at the rendezvous. Fun, just f * # king fun as it would say the other.
They don't care about the latest Xsport car engine with V12 alloy rims. From Segela and his Rolex. Brands, their fine words, and their graphic subtleties intended to increase the price of a product. They seem to say to us: Sir, your spiel doesn't interest me. He even makes me yawn. Besides, you are way too tight in this costume. So relax. Entertain me, and maybe I'll get you your neon green glitter umbrella.