(#LongLiveOld)
On this blog I wrote before that marketers seem to forget consumers who are over fifty as an important target group or that they depict this group as pathetic geriatric patients. The energetic senior, whom I see everywhere, is seriously under-represented in the media and advertising. At Sarah's secrets unveiled you saw some foreign campaigns in which the elderly were respectfully displayed, but never a Dutch one.
So it's good to see that occasionally there's a typical Dutch brand that pops up which wants to do it in a different way. Beemster, known for its typical Dutch cheeses, is such a brand. With the slogan '#LongLiveOld' they chose for a different approach.
Beemster claims that their cheese is 'natural ripened'. Therefore contains their cheese much more flavor and character and and thus the link is made to the aging human being. In addition Beemster shows us 'ripe' people bursting with energy. How refreshing.
That the slogan #LongLiveOld includes a hashtag, is probably not accidental. The average senior really knows - in contrast to what's generally believed - how to deal with computers, phones and social media. So even with hashtags.
This makes me hungry for more... and I must say, not only for the cheese.
I keep hoping that other brands are able to find the way to the older target group quickly. For (old) cheese is this link perhaps very obvious. But also for other products there's here a great challenge and a great market. A large attractive target group, which has money to spend A large attractive target group, which has money to spend and which is certainly not pitiful. Isn't it stupid to ignore that?
But right now I'm just happy with Beemster. #SayCheese!
Translation from the Dutch text in the ad
It's so good to be young,
but may we not be old?
Old has had time to
become wiser, richer, more beautiful and courageous.
With golden years,
silver hair,
and yes, even wrinkles.
True taste is well worth the wait.
Beemster,
#LongLiveOld.
Campaign by: This, That + The Other
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