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Sunday, February 26, 2012

Cosmetic "over-50s" branding

I have long been annoyed by the ham-fisted way in which a lot of companies, particularly in the Financial Services, think that all they have to do to appeal to an older consumer is call the product grey, silver, 50+, 50-plus or some other age tag and adorn the advertising with a couple of happy looking older people - job done - targeted the older person.

OK, you might change the wording a bit and maybe even add a few special features (like a free alarm clock) and you can palm-off your standard product, maybe even the least financially attractive, as something that will catch the eye of the older person.

A nice article in the Scotsman points out the nonsense of this strategy both for the company but particularly for the consumer. Dick Stroud

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