Factors of Successful Communication with Millennials Using the Experience of Coca-Cola

Millennials represent the big segment of solvent consumers for different brands. That is the reason, why lots of brands try to identify the factors of profitable communication with them. While there are many articles in the popular press and practitioner journals concerning the Millennials, there is still the lack of academic literature combining managerial and consumers standpoints. Modern advertising market is characterized by plenty of techniques and channels, which allow to translate the marketing message to different target groups. The purpose of my study is to determine the factors needed for effective communication with millennials and find the key factors, causing their brand love and loyalty. I analyze the experience of Coca-Cola brand as the phenomenon of successful communication with young consumers through two methods: video interview with the experts close to Coca-Cola brand and online survey of millennial respondents. The first chapter of my paper reviews and critically analyses the articles published in practitioner, popular press and academic journals across disciplines including communication theory, psychology, sociology, management and human resources. The second chapter highlights the relevant methodology and gives the understanding, why some methods and data analyzing tools are used. The third chapter informs about the conclusions of current academic and business literature review, results of interviews with industry experts and online survey of young consumers. The findings of my paper are valuable for practitioners to build strong young consumer brand relationship, but the conclusions can be also applied in latter research of marketing to millennials.