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'I Don't Think We've Figured Social Media Out Yet'

William Cyr, the CEO of Sunny Delight Beverages, talks about how social media has changed marketing to teens.
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Video Transcript

00:11 William Cyr: How do you generate demand in this new environment that we're operating in? Our historic marketing model was a television-driven marketing model built in an era where there were three, maybe four or five, television channels. And we have evolved that. Our marketing people are very savvy. They know what they're doing, they've evolved that. But the external marketplace has evolved much faster. And keeping up with it is something you have to do furiously and the old tools don't work as well in the new environment. I've had the opportunity to hear of other people's business models that are completely reinvented, how they do demand generation, and that's the challenge for us. How do you do that?

00:46 Cyr: Sunny Delight is our biggest brand. It's core audience is a teenager, and teenagers think and behave very differently today than when I was a teenager or when you were a teenager. And so, the way in which we have to reach them, the things that we have to tell them, and the ways we have to communicate with them are completely different. And I don't know that we've figured that out yet. I wish we had figured it out, but I don't think we've completely figured it out. We do have some videos out there running on YouTube and those kinds of channels which are very entertaining, kind of campy, over-the-top, fun videos that help bring the brand to life, and I hope that helps somewhat. We do an awful lot of promotions that are driven by the web, but there's far more to it than that. Social media is so much bigger than that. And I've the opportunity to talk to people who's entire business model is driven by YouTube and you look at them, and you go, "How in the world do they do that?"

01:36 Cyr: But that's how they do demand generation today. I wish we had a little bit more of that in our business today. But it's not just my problem, it's also my customer's problem because customer's are struggling with, when the consumer walks into their store, how do they get them to pick up this item instead of this item? Or to shop in this part of the store versus this part of the store? So as we look for solutions, our solutions have to not just work for us, but they also have to work for the retailers who sell our products.

Last updated: Apr 5, 2013