IntroductionSubcultures are smaller groups of a larger culture that have similar and unique values ​​but also possess some differences from the common culture. There are many different subcultures such as social class, age groups, gender, and religious subculture. Nowadays, subcultures are becoming important for brands as they lead to a better direction to market a product or service. This mission will focus on the subculture of age cohorts, namely Generation Y. Surprisingly, “Millennials account for 21% of consumer discretionary purchases, which is estimated to be worth over a trillion dollars in power. 'direct purchasing and has a huge influence on older generations' (Milleniall Marketing, 2014). This is the generation born in the 1980s and early 1990s. Millennials have been described as optimistic, inventive, tech-addicted, internet-loving, and active. These are connectors. They love to travel. According to Millenial Marketing, “75% of millennials would like to travel abroad as much as possible.” Besides that, he also has negative sides like lazy, narcissistic or restless. In order to demonstrate the close connection between subcultures, advertising and media implementation, “Do more Rexona” is the advertisement chosen in this assignment. The announcement comes from YouTube - https://www.youtube.com/watch?v=VD4SB40zE881. How does the ad show that the brand views you as a member of your chosen subculture? Millennials have many characteristics that are both positive and negative. However, the marketer of this advertisement simply selects the positive aspects to communicate with members of the subculture. As we can see, Rexona's DO MORE advertisement makes a lot of references to DOER. It is someone who desires to challenge themselves, who ...... middle of paper ......ng-money-misreading-millennials/241407/Chitty, W., Barker, N. & Shimp , T. (2012). Integrated Marketing Communications: 3rd Asia-Pacific Edition. Australia: Cengage Learning.Insites Consulting. (2013). Millennials and social networks: the what, the where and the why. Retrieved from http://www.insites-consulting.com/infographic-millennials-social-media/Mashable. (2012). Facebook: This is how you pay to promote posts. Retrieved from http://mashable.com/2012/05/30/facebook-promoted-posts/Millenial Marketing. (2014). Who are the Millennials? Retrieved from http://millennialmarketing.com/who-are-millennials/Rexona. (2014). Do: More Rexona. Retrieved from https://www.youtube.com/watch?v=KgDvhPFkB6w&list=PLlQyVsQoDNl7pIaWuCtov3NAvSUx6rs5WSolomon, MR, Russell-Bennett, R., and Previte, J. (2010). Consumer behavior: buy, have, be. Frenchs Forest, New South Wales: Pearson Australia