Way back in 2006 I was part of a private marketing seminar for AstraZeneca’s Crestor:
The day was productive and fun. The three ‘experts’ were Dr. Coughlin, John Page from Yankelovich, and you-know-who. The numbers-cruncher wore a very conservative, gray suit, the academic a dark pinstripe and loud bow tie, and the ad guy a mock turtleneck and over-the-top orangey sport coat.
We were straight from central casting.
The night before I had dinner with a gentleman from Commonhealth and the Brand Manager of Crestor®. Of course, I’d done homework. Three points I made:
- Boomers want information. I found out more about the active ingredient (Rosuvastatin) and how it works from Wikipedia than I did on the Crestor web site.
- Feel-good advertising is fine, but make sure the commercial pushes you to the web site for more information – and the information is there.
- You should produce a computer-animated ‘fly-through’ video of arteries showing how and why Crestor works.
The other night I saw a Crestor spot with a man in his fifties explaining a bit about the medication, and pushing viewers to the Crestor web site to view an animated video about how Crestor works.
I can’t find the television spot on the web, but did find the animated video:
Take an interactive artery tour …
My colleagues, heroes, and brothers in troublemaking Brent Green and Dick Stroud have been all over a bunch of campaigns that use the perennial ‘time machine’ technique:
Some target 50+, one should but doesn’t, one (or maybe two) are age-neutral. You decide:
Bacardi Rum Mojitos, Marketing Missteps, Boomers and Social Justice
Take another look at the commercial and now scrutinize for diversity. You’ll see Caucasians, Latinos and African Americans. You’ll certainly see a balance of gender, as you would expect for a nightclub evolving backward through the fourth dimension (of time). What you won’t see is anyone over the age of 40 (more likely 30) — neither in the present nor in the distant past where the thirsty customer finally gets his freshly mashed mojito.
The more retro the better?
Retro advertising is back with a vengeance … I suspect you can have a bit too much of retro, even for the over-50s market.
The M&S spot is my favorite:
Probably because Twiggy is sexier and more fun now then way back when – and I chortled at the cheeky nod to a classic spot for Levi’s:
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