17 June 2005

Looking for a Few Good Boomer Marketers

Frederic Serriere and Antoine Girault head up the popular multi-language, international news conglomerate thematuremarket.com (under the umbrella corporation SeniorStrategic Network) This is the place to go for vital info on the worldwide 50+ market.

And they're ready to expand. You can be a part of it. Check out what it takes to become the editor-in-chief (and more) of your country's online edition.

Rubbing yourself and smiling.

I first saw The Dove Campaign for Real Beauty as a series of print ads (was it in the Oprah mag?) and loved it. No doubt about it — real beauties. The women exuded intelligence, confidence, sensuality. Great concept. (And if I may be a bit of a male pig: So many women, so little time…)

Then I saw the TV version. It doesn't work. The same women as in the print campaign (I'm pretty sure they were the same) stand there and … I'm not sure what … rub themselves and smile.

What were they told to do? Obviously, it was explained to them that they shouldn't be autoerotic about it. And there's a thin line between autoeroticism and sensuality - so I'm betting they were told not to be too sensual.

So what's left? Itching? They look like they're itching. Itching and smiling. Nervously itching and smiling.

Whatever it is, it's awkward and contrived. "Don't be sexual, don't be sensual - just rub yourself for no particular reason and look like you're enjoying it for no particular reason."

This is another one of those over-branded, over coordinated campaigns.

Of course, you couldn't have them smoothing lotion on their skins. How trite. How mundane. And the worst part -- no advertising awards.

Now I can't look at the print campaign without getting queasy. It reminds me of the silly commercial.

An A for the print campaign.

A++ for defining beauty for what it really is.

A++ for defining female beauty as something that gets better with age.

C- for getting sucked into empty branding techniques.


Does Reality Sell Beauty?

15 June 2005

Why does the future of Point-of-Purchase...

look like Stars Wars but sound like Ron Popeil?

Maybe to beckon us Baby Boomers. B2B with time-warp cognitive dissonance:

The Holodeem

As I walk down the aisle, I want to just reach out and grab the image in the ether -- and have a coupon magically appear in my hand.

Those Humdrum Empty Nesters

Stuck in their ways. Refuse to try new things, change brands. Why target them???

From The Mature Market web site:
On average, 54% of European and American Empty Nesters claim that in the past year they have tried new types of food and drinks. European and American Empty Nesters do however show different propensities to experiment, with 49% and 58% respectively claiming to have experimented with new foods over the past year.
There has never been a more experimental generation than Baby Boomers. Have something new and exciting in the marketplace? Don't let us know about it. You might improve your sales by 50%.

13 June 2005

Wrap Rage

In the last month, two clients have consulted me about packaging and Baby Boomers. It's a hot topic.

Here's a piece in the Washington Post - learn about "wrap rage" in England, and why the packaging industry is (or should be) considering Baby Boomers when designing:

But the Dang Thing Won't Open
Today's Packages Make Customers Twist and Shout
By Joyce Gemperlein, Special to The Washington Post