Should your brand launch a youth sub-brand?

Marketers are always talking about wanting to appeal to millennials but a number of brands are now taking this a step further and launching sub-brands targeted specifically at this generation.
Earlier this month, Vodafone unveiled Voxi, a mobile network designed specifically for under-25s. It offers young consumers three SIM-only mobile plans, with free data for social media apps such as Instagram, Facebook and Twitter.
Dan Lambrou, who is heading up the Voxi brand, believes Vodafone needed to l