Was There a Pepsi Generation Before Pepsi Discovered It?: Youth-Based Segmentation in Marketing

Was there a Pepsi Generation before Pepsi discovered it? Stanley Hollander and Richard Germain's fascinating look at marketing campaigns of the past reveals how early marketers identified and actively promoted their products and services to an influential market segment - youth.
Today, the Pepsi Generation represents consumers whose purchasing power will influence market position long after they've turned 25. Not a creation of the 1960s, this group was also important to yesterday's marketers, who targeted youth as a distinct market more than a hundred years ago.
Beginning with 19th century campaigns aimed at 15-24-year-old consumers, this book traces the roots and development of youth marketing. Hollander and Germain explain how youth has been effectively - and not so effectively - reached through distinct product lines and youth-oriented advertising, contests and games, special promotions, and direct mail. This book also highlights the "youth appeal" of early campaigns, revealing how young and old - drawn by the allure or image of youth - become lifetime customers.
Early campaigns across a range of products and services - cosmetics, fashion, bridal wear, cigarettes, sporting goods, entertainment, churches, colleges, and the military - illustrate how youth marketing grew gradually during the late 19th century, took hold in the "flapper" era of the 1920s, and was a firmly established marketing practice by the beginning of World War II.
An important contribution to the field of marketing, this book will help marketers, researchers, and students understand and market successfully to today's and tomorrow's Pepsi Generations.

Stanley Hollander taught at the Universities of Buffalo, Pennsylvania, and Minnesota before joining the faculty of Michigan State University where he is now Emeritus and Adjunct Professor of Marketing.