Marketing to Seniors

Insights on the over-50s

Decision Making


Casey Grant and Adam Weiss , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Allergan needed to find a unique way to attract the attention of 40 to 64-year-old Japanese women for its cosmetic product, Botox Vista.


Casey Grant and Adam Weiss, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Eli Lilly, the pharmaceuticals company, promoted its 'Forteo' treatment for osteoporosis in Japan, despite barriers including a ban on advertising directly to patients.


Anjuri Jain , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Garnier Colour Naturals, a creme-based hair colouring brand, disrupted its category in India by pointing out the negative aspects of rival powder-based products.


Vu Nguyen, Giang Tran and Chi Bui , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how F Hoffmann-La Roche, the pharmaceuticals company, raised awareness of breast cancer by negotiating Vietnamese taboos and encouraging women to talk to their close friends and family.


Liam Brown, Jonathan Daly and Laura Davis, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how the Heart and Stroke Foundation of Canada encouraged people to take early action to ensure their final years of life are healthy ones.


Richard Storey and Katarina Tencor, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Public Health England, the national health body, addressed the anxieties surrounding cancer in order to drive people to seek help earlier in the cycle when the disease is easier to treat.


Matthew Philip, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Specsavers, the optician retail chain, grew from its launch in 1984 to become an international brand with the largest market share in the UK.


Julian Earl, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.


Anthony Harris and Tony Quinn, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Garnier Ultralift, the skin care product owned by L'Oréal, cut through scepticism about the cosmetic brands' scientific claims and increased sales.

WARC RECOMMENDS


BEST PRACTICE

Talking to older audiences

Practical tips, examples and recommended reading


WARC BRIEFING

Marketing to seniors

Over-50s: Theories and key trends


ARTICLE FOCUS

Moving beyond youth culture

A global Havas study on ageing


ARTICLE FOCUS

Baby Boomers

An overview from the Advertising Research Foundation


TRENDS

Brain Training

How Boomers’ health concerns are driving a new market