‘Catch them young’ is thought to be the secret motto of all companies and brands, but as their activity proves, they are not only establishing strong ties with younger consumers from early years of their life to make them used to buying a particular product, but also support their creativity, encourage to develop eco-friendly attitude and start making contributions to the world though participating in a range of social projects devised or supported by brands. Today, we at Popsop are delving into answering the question of what marketing efforts attract representatives of Generation Z (born 1991-2002) and to some extend Generation Y (born 1981-1990).

Durex encourages young creative minds from the UK to develop a new commercial, that will be focused on safer sex and reflect the mood and thoughts of Generation Y. The ultimate goal of the “Create the Next Ad” contest is to shoot a new promotional video in the same captivating style as the previous Durex spots to find the best words to communicate with the youth and convince them to make safer choices in their sex life.