P&G has started to target the over-50s

P&G is trying to engage the ageing consumer with it’s line of Crest and Oral‐B Pro‐Health For Life dental products “Selected for Aged 50+ Consumers”. According to P&G’s release, this marks the first time that a P&G campaign has been directly marketed to the 50+ population.


To the best of my knowledge this is the first attempt  by P&G to overtly target older consumers with a new product launch. I have to say I am not that impressed.

As you will read from Kim's blog posting P&G still have a lot to learn about marketing to the older consumer but at least it is a start. Dick Stroud