Jones Soda Reaches Out To Generation Y

With Generation Y coming of age, having to find new ways to adjust to the ever-changing demands of my very individualistic generation. Jones Soda, a small Soda company out Seattle, Washington, has continuously embraced Generation Y. They have reached out to their target audience and encouraged them to get involved with the brand. By using photos that people have submitted on their label, they have not only identified themselves with their consumers, but also created an air of excitement around their product.

I know that I look forward to picking up a bottle of Jones Soda to see what crazy photo will be on the front, and I know I’m not alone. Jones has once again out done themselves by allowing consumers the opportunity to have customized bottles made. For thirty dollars you can go on their website upload a photo, and pick out which of the twenty-two flavors you would like your photo to appear on. Then, in about a week’s time you will receive a six-pack of Jones in your mailbox. It’s an absolutely amazing idea! I know that it’s just the type of thing that my generation will cling to… personalized soda bottles (kinda makes you like a celebrity). As a generation, we are constantly looking for the next thing to make us feel important and special, and Jones Soda has set out to deliver what we want.
From a marketing standpoint what Jones Soda is doing with their customizable sodas is a strong and realistic way to reach out to Generation Y. Individuality is something that has been ingrained into the heads of my generation. Our parents fostered a deep-rooted sense of individuality unseen in past generations. It is because of this need to feel special that my generation embraces brands that appear to accept them as individuals. By selling to the individualistic side of Generation Y, Jones Soda has secured it’s self as one of the popular refreshments of Generation Y.