Now, as that generation is hitting middle age, Spotify, along with myriad other internet platforms, is struggling to appeal to a new, younger generation of consumers. “We could be doing better in that group,” Spotify co-founder and Chief Executive Officer Daniel Ek told the publication in November, noting that the paid listening service was created with millennial consumers in mind.
While the subscription-based audio service is still the most popular music streaming service in the world and continues to add tens of millions of customers each year, per Bloomberg, execs at Spotify say they’re concerned the youngest generation isn’t using its product enough. "Cat lovers and music fans are both incredibly passionate, so why not marry two passion-driven fandoms and give everyone something really fresh and memorable," Jason Gorman, executive creative director at PSOne, said in a press statement.Add Spotify to the growing list of companies that can’t seem to grab Gen Z’s attention. In a similar move, earlier this year Mars Wrigley brand Juicy Fruit asked Canadian consumers to vote on their favorite version of its new jingle in an effort to connect with Gen Z.Ī key element of the strategy for Meow Mix is using music to get in front of broad range of costumers. But while a number of companies are working with established musicians to create original songs, brands like Meow Mix see an opportunity to breath new life into their jingles by taking advantage of digital trends, including the popularity of short entertaining videos and streaming. By reimagining its classic jingle for modern music tastes and an era where more consumers are listening on platforms like Spotify, the brand is offering up a playful take on an established brand tradition.īrand jingles have seen their role as a marketing tool shrink, with some industry experts even saying the jingle is dead.
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