I saw this billboard in downtown Madrid yesterday. Yes, youth sells but there's way more to demographics than the twenty-something crowd. It's encouraging to see a brand targeting baby boomers in a way that is not stereotypical florida-country-club-retirement. In this case, Ray-Ban's billboard shows what looks like a group of guys in their 50's (or maybe even 60's) going to play a gig somewhere.
In a world where there's a growing segment of the population that is learning to live longer, healthier and way more active than previous generations, it's great to see brands that are showing new perspectives on reaching and connecting with this cohort. Fascinating implications for categories as broad as travel, fashion, sports cars or financial services. This is especially important for a brand with tremendous heritage that seems to continuously stay relevant over time. Not easy to do.
Rock on.
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