Why the heck are we still being bombarded by Ensure’s ‘demented granny’ TV spot?

I’m sure I’m not the only one annoyed by it. Every time this commercial airs – and once I’ve restrained myself from throwing something at the screen – several questions come to mind (but not usually in such polite language):

• does the ingredients list include amphetamines;
• should a woman who is considered infirm by her children be living in a house with a flight of 20 stairs leading to her front door;
• who approved this spot;
• why did this person approve this spot; and finally,
• how can this person believe it’s okay to continue to run this spot and still keep their job?

Marketers have access to a lot of research and there is no shortage of reports on Baby Boomers, the apparent target of this commercial. If you read the research, it is apparent that, yes – 60 is the new 40, not only because we’re all living longer but also because of the Baby Boom generation. Boomers, those born between 1946 and 1964, are now 48 to 66 years old.

Insights from the Euro RSCG Worldwide Aging: Moving beyond youth culture, 2012, global survey concluded that the global obsession with youth is undergoing a transformation. Youth and youthfulness are no longer just about chronological age. How one ages is now believed to be controllable, not predetermined.

Additionally, the Euro RSCG report supports what marketers have been told for several years – and many persist in ignoring – that older consumer segments do enjoy and employ new technologies and do continue to be active consumers.

It’s not that the Baby Boom generation is the generation that won’t grow old; it’s the generation that believes that aging doesn’t mean you’re old. Even those that don’t continue to work beyond standard retirement age, plan to continue to live life actively and spend their time and money on hobbies, travel and other interests.

A great many marketers unwisely began ignoring Boomers once they moved beyond the 18 to 49 consumer segment. Over the next five years, more than 50% of the US population will be 50-plus and control 70% of the disposable income, according to the Most Valuable Generation, a report released by Nielsen in late August.

The Nielsen study also states that Boomers account for more than 80% of premium travel and are prolific online shoppers, spending almost $7 billion online. In fact, Boomers represent 33% of all online users, all social media and Twitter users, and heavy internet users.

As with all consumer segments, marketers should take a closer, deeper look at Boomers and not make the mistake of lumping everyone over the age of 55 into the category of enfeebled, white-haired simpletons.

Although the Ensure brand really missed the mark with its advertising, RBC’s current “It’s Time to Define Your Retirement” campaign is spot on. In print, online and on air, RBC is not condescending or patronizing, with its theme:
“For the last forty years your generation has helped to change the world by challenging the status quo. Now that you’re retiring, you can challenge the definition of retirement as well.”

The Baby Boom generation is still the most valuable generation in marketing history so ignore them at your peril.

I would also venture to say – don’t piss them off.