Will new Depend ads appeal to boomers?

At a time when we keep hearing about marketing cutbacks, the announcement of a big  new ad campaign from Kimberly-Clark for their Depend brand is remarkable.   The campaign launches today and runs through December across a variety of media – TV, Internet, direct response, print and point-of-purchase.


The new ads are basic and focus on differences between men and women.  They feature a man and a woman standing in front of a white backdrop and talking about something that has nothing to do with incontinence. One features a discussion of whether men or women are better drivers.  The campaign is the launch of gender-specific Depend.


“One of the key elements of the new campaign is a certain level of authenticity — showcasing real people, since this is such a real issue for so many people. It’s not an aspirational category; nobody wants to have to use [Depend], but the fact is that 27 million people will be dealing with this, so part of the role of Depend is to provide normalization of the category, and part of the goal of the campaign is to humanize it — not only demonstrate that Depend understands the difference between men and women,” Blake Boulden, Depend brand manager told MediaPost.


Kimberly-Clark introduced the gender specific underwear in December noting that caregivers are an important target market. “Our consumer research has found that users and caregivers can be uncomfortable shopping for adult incontinence products,” said Mark Cammarota, Depend Brand Director. “Quickly finding the right product remains a vital step in living with incontinence, and with a variety of options on store shelves, our new packaging designs will offer a simpler selection experience at stores.”


The website provides consumers with information, coupons and ask the expert information. www.depend.com


It’s a sharp contrast to much of the advertising in this category that is more product specific.  Will it make boomers and caregivers feel more comfortable and confident with their purchase?


Baby Boomer’s Love for Facebook Growing

Baby Boomer's Love for Facebook Grows

Baby Boomer's Love for Facebook Grows

We noted just a couple months ago that boomers were discovering Facebook.

Well, the latest numbers show they LOVE it — esepcially women.  Move over kids. Mom’s sharing your space.  The number of women 55+ on Facebook now total more than 1.5 million.

No surprise to those of you at the Summit who heard from panelists about the growth of women interacting online at grandparents.com, VibrantNation.com, BlogHer.com, LiveWorld, EONS , VolunteerMatch.com and WomanSage.

With the rapid growth amongst older users, the majority of US Facebook users are now over 25. There are now 6 million users 13-17, 19.5 million 18-25, 13.4 million 26-34, 9.7 million 35-44, 4.6 million 45-54, and 2.8 million over 55. In other words, there are more Facebook users 26-44 than 18-25 today.

Facebook Demographics

What’s driving these women to Facebook?


Baby Boomer Women Growing Networks Online and Offline

For women 50 plus, social networks are continuing to expand – not contract .Defying the stereotypes of increasing marginalization as they age, not only are their networks growing, they are growing online. That’s the conclusion of a new white paper released by VibrantNation.com.  


The study found:

  • The personal networks of women 50+ are large and growing.
  • They are in personal contact with at least 46 people each month.
  • 65% share information online with others in their network.
  • They are comfortable relying on referrals from strangers online if the source is knowledgeable/experienced.  They rely on references on websites like Amazon.com (70%), Ebay (54%) and Tripadvisor (27%).


It also found that Vibrant Women are open to trying new brands and experiences and motivated by a variety of psycho-social factors including:

  • Financial status –even with the recession, Vibrant Women continue to have discretionary income.
  • Life stage transitions 9such as last chilled leaving home, starting a business, losing a parent or spouse)
  • Physical changes (menopause, aging, surviving breast cancer)
  • New family roles (grandparent, caregiver)
  • Social Awareness (travel, volunteer work) 

The study is base on a survey of 1,000 boomer women with household incomes greater than $75,000.



Baby Boomer Word for 2009 – Recalibration

Recalibration— that’s the theme for consumers in 2009 as consumers reset the scales after a decade of dualities, highs and lows, according to Steve French, Managing Partner, Natural Marketing Institute (NMI).

Consumers are designing the “Middle Way” defined as a lifestyle approach grounded in comfort, safety, sustainability and moderation.  and boomers are leading the charge!

For marketers, it is important to understand how boomer paradigms are shifting, said French at the opening session of the What’s Next Boomer Business Summit.  Here’s how attitudes are shifting:

From consumption to sustainability

From possessions to purpose

From retirement to employment

From trading up to trading off

From perceived value to real value

The findings were based upon research conducted in January and are par of NMI’s Healthy Aging Boomer Database.(www.nmisolutions.com)

“Boomers are being forced to look in the mirror and they want to change the reflection that is looking back,” French said. “they are trading off or even down:  successful “down market” products will make benefits tangible and relevant.”

New Boomer Research at the Boomer Summit

March 19, 2009  Bally's Las Vegas

March 19, 2009 Bally's Las Vegas

Entrepreneurs and  executives from innovative companies around the country will be gathering at the What’s Next Boomer Business Summit in Las Vegas.

Here are some highlights.  If you haven’t registered there’s still time to register for the boomer summit.

Boomer behaviors and attitudes:  new research on what they are thinking now and how your marketing message needs to change to reach them.  Steve French, Natural Marketing Institute (NMI) shares the new research at 9:30 on March 19.

50+ Women on the Web:  VibrantNation.com releases a new white paper on social networking and women 50+. 

The study’s findings are of particular interest to marketers in this recessionary economy, where Vibrant Women are one of the dwindling number of consumer groups with available discretionary funds. Vibrant Women are in the prime of their lives and the healthiest, wealthiest, best-educated generation in history. Defying the stereotype of increasing marginalization as they age, this study confirmed that not only are their networks growing, they are growing online.


Trends in aging in place technology:  It is a $2 billion segment today that promises to be a $20 billion industry by 2020, according to Laurie Orlov’s new report. This is the first major market research report to take a comprehensive look at the technology that will help people live in their own homes She’s releasing her findings at the Summit on March 19.


Media should contact boomersummitlwr@gmail.com for further information.



Barbie Faring Better than Most Baby Boomers

barbieoutsideIn the midst of all the recession news, let’s take a moment to celebrate a baby boomer icon – Barbie.  Unlike many baby boomers, life is looking pretty good for her these days.  Big new house, big 50th birthday bash, a new face, and a trendy new bathing suit. 


In celebration of her birthday she’s moving into a new house – a real Malibu Dream House a 3,5000 square foot home.  The home is a life-size interpretation of Barbie®’s much fabled Dream House® bringing to life all the fantasy and fashion of Barbie® with customized design elements such as skirted, corseted, lace-up “dress” chairs, a chandelier made of Barbie® hair, a closet filled with thousands of pink shoes, a sunburst mirror made from 65 Barbie® dolls, several pieces from the Barbie Loves Jonathan Adler™ home décor collection (launching nationwide in September 2009), and a garage that includes a real Barbie™ Volkswagen New Beetle car (all pink with a motorized, pop up vanity in the trunk).  This is straight from the press release


There will be celebration world wide – the one in Malibu will include 3000 pink roses, 1800 pairs of Barbie sized sunglasses, 3500 pairs of Barbie shoes, 3500 Barbie handbags and so goes the list.


Like many baby boomers, I remember my first Barbie fondly.  Lots of different clothes….but not all the accessories that came later in her life like cars and campers. 


A Barbie doll is sold every 3 seconds somewhere in the world.  Guess she can afford that new house…even in this market.

Baby Boomer and Senior Job Seekers Move Online

blsThe fastest  growing age group visiting career development websites is those aged 65+. As the economy continues to meltdown, more boomers and seniors are seeking to continue or return to work.

 The number of unique visitors 65 and older to career development Web sites grew 41 percent year-over-year, increasing from 2.5 million unique visitors in January 2008 to 3.6 million in January 2009. This was the largest increase year-over-year among people aged 18 and older, according to a recent poll by Nielsen Online.

 “While 65 used to be considered the age when most people retired, we are seeing a trend towards later retirement or partial retirement. Much of this desire to stay employed longer can probably be attributed to the fact that people are living longer and feel the need to keep generating income and sock away more retirement savings, especially in light of the current economic climate and its effect on people’s nest eggs.  There’s an opportunity for publishers and advertisers to appeal to this niche market by providing content that’s relevant to longtime career holders looking for their next position and trying to shore up their retirement savings,” said Chuck Schilling of Nielsen Online


Government statistics support the growth in older workers. Between 1977 and 2007, employment of workers 65 and over increased 101 percent, compared to a much smaller increase of 59 percent for total employment (16 and over). The number of employed men 65 and over rose 75 percent, but employment of women 65 and older increased by nearly twice as much, climbing 147 percent. While the number of employed people age 75 and over is relatively small (0.8 percent of the employed in 2007), this group had the most dramatic gain, increasing 172 percent between 1977 and 2007.