Wednesday, April 12, 2006

US advertising thinking older?

“Flower Power in Ad Land” is the title of this article in the New York Times - you might need to have registered with the NYT for this link to work.

It seems, so the article claims, that advertisers of automobiles, financial services and packaged goods are reconsidering their fixation on youth.

"Those wishing to be successful in the market can't ignore the boomer numbers, the wealth and spending power they have" said Pat Conroy, vice chairman and national managing principal for the consumer business practice at Deloitte & Touche.

Pat reckons that marketers will thrive by "appealing to the possibilities that lay ahead for them". The article goes on to list a few of the current ad campaigns with an older focus.

Toyota Highlander, which shows boomers whose nests are emptying... "For your newfound freedom".

Ameriprise Financial is all about...“invoking a much more robust conversation from an emotional perspective"

Olay (Procter & Gamble) ... "it's less about actual age and more about how a woman sees herself."

L'Oréal Paris... "the new attitude about aging."

It’s reassuring to know somebody in Madison Avenue understands the reality of today’s aging population. Dick Stroud

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