17 august 2023
Marketing to the Gen Z audience: Image Rebranding with Generative AI
3 min read
We used Sphere’s Marketing Copy app to create a range of effective and personalized copy for Gen Z consumers.
Sphere’s Marketing Copy generates fast, intelligent copy for moments in life when words don’t come easy. It effortlessly curates captivating social media, advertising, and slogan copies, giving you curated ideas in the blink of an eye.

Rebranding is a great way to reinvent household names. But sometimes, things don’t go as planned. Take Tiffany & Co.’s controversial 2021 marketing campaign for example.

The brand is traditionally associated with classic jewelry pieces, and not usually referred to as “trendy”. In an effort to shift away from that perception and rebrand themselves as edgy and cool to appeal to the younger generation, they launched a campaign with a tagline “Not Your Mother’s Tiffany” — but in doing so, seems to have excluded its original (and older) clientele, resulting in some backlash.

But we totally get it. One of the toughest challenges brands face is having to reinvent themselves to appeal to different generations. The marketing campaigns that worked for the Baby Boomers might not achieve their desired results when it comes to Millennials, so there’s a constant need to understand what each generation responds well to.

Who’s to say if Tiffany’s campaign worked or not? It’s certainly turned heads and generated some buzz, but whether it’s done more harm than good to the brand’s image remains to be seen.

With these lessons in mind, we used Sphere’s Marketing Copy app to create a range of effective and personalized copy for Gen Z consumers, using the popular brand Marks & Spencer as a case study.

Known for being a leading British retailer that offers a wide range of clothes, homeware, and food, some consumers tend to remain loyal to the brand because they associate it with quality. We explore how its retail section can continue to appeal to a younger audience that’s become notorious for brand hopping.

Here’s what our generative AI came up with:

Social Content
"Transform your look with the magical touch of our #M&Staples ✨Embrace your inner trendsetter and flow through your day with a comfort fit and chic style. Dress every day like it's the runway of life with M&S. #GenerationFashion"
"Transform ordinary moments into extraordinary. Don't just blend in, stand out confidently in class, at work, or even during play with #M&Style. The epitome of sophistication & charm, fit for the trendsetter in you! 👗✨ #BringTheMagic"
"Turn your everyday look into instant glam with our #M&Staples! A chic blend of comfort and style, perfect for trendsetters who love redefining norms. Contemporary, comfy, serving looks without exception.💫🔮👚"
Slogans
"Embrace the elegance and indulge in style with M&Staples”
"Sizzle, Satin & Sophistication - Get Your M&S Glow On”
"Charm with Every M&Style Wear - Refreshed classics for the icons of tomorrow"
A full body image of a female wearing a leather jacket, white tshirt, black belt and beige trousers.
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“Upgrade your style with a dash of sophistication and slay effortlessly from work to play. Because at Marks & Spencer, we match your love for classic styles with your youthful flair! Transform the mundane with statement pieces from M&Staples. #MarksAndSpencer #Magic&S #ClassicMeetsContemporary"
"Adding some touch of magic to your style has never been so easy. Rule it all - from working weekdays to weekend outings, say hello to your fashion playbook of trends and a vivid blend of elegance, comfort, and class in every stitch. Your wardrobe called & it demands an enchanting upgrade!🌟 Feel the elegance - embrace the magic, with M&S. #FashionMagic #M&Style"
"Add a sprinkle of sophistication to your daily grind, and pair it with jeans for class, shorts for a beach hangout or dress pants for that professional edge at work. Crafting magic in simplicity is our specialty. Weave comfort, classics, and contemporary together, only at M&Staples. It’s time to unleash the trendsetter within! #Magic&Style”
A close up image of a male wearing a beige button up shirt.
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