Advertiser Reaches Out To Youth With Off-Set, Mixed-Typography Font

October 2, 1996 | Issue 30•08

NEW YORK—In a bold, unconventional attempt to target America's elusive youth demographic, the advertising firm of Saatchi & Saatchi will utilize an off-set, mixed-typography font in its upcoming print campaign for Sprite. "We feel this crazy, jagged, broken typewriter-style font will resonate strongly with the jaded youth of Generation X," said Stephen Freed, co-director of creative services for the New York-based advertising giant. "Its broken, imperfect look captures perfectly that disillusioned, anti-commercial, 'I don't fall for slickness, dude' sentiment of today's slacker youth grunge culture. It also scanned extremely well with our test focus groups."