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Thursday, June 09, 2011

Energy shots for the 60-plus

A US company called Living Essentials makes a drink called 5-Hour Energy. Initially this product was aimed at students and people who work long hours.

Last October, the company handed out thousands of samples at the annual AARP convention in Orlando. Then in January, 5-Hour began running full-page ads in the AARP Bulletin.

This strategy seemed to work since the annual sales of the product is now about $1 billion.

Some smart thinking by the company’s marketers to start targeting older people. Dick Stroud

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