This case introduces Amway's marketing activities for next generation who will be the key customers in the future. Amway is making great efforts to enhance customers' value of life by changing compay's mission from selling customers' necessities to providing wellbeing products. Although Nutrilite, one of the most representative brands, has low brand awareness and preference, it is maintaining No. 1 position at health food market. Under these circumstances, Amway established Nutrilite's brand vision, and developed marketing activities to deliver those for next generation who will be the key customers in the future. This case introduced the strategic backgrounds, and introduced UCC competitions, wellbeing programs, marketing school, inviting programs for national soccer teams, and discussed performance and future directions of those activities.