Gold star for Generation Silver's attitude to life

15 June, 2007

I agree wholeheartedly with Lulie Halstead's enthusiasm for the Generation Silver consumer (OLN, June 1), but disagree that only Saga dares to say "I'm for oldies". Our highly successful, award-winning campaign for Croft Original - Have You Got a Croft Spot - is firmly targeted at this market.

All our research was among plus-50s and our media buying for the campaign reflected this. In fact, our target market is referred to internally as "50-years young", and this is where we differ with Lulie's view of stopping pretending these consumers are younger than they are.

While they are generally uninterested in the frivolity of celebrity, older consumers don't consider themselves old, they are interested in fashion, looking good, feeling good, art, culture and music.

The main difference between them and younger consumers is that they'll do the things they like rather than what they think is the trendy thing to do, and this includes their choice of drinks. This difference in attitude is a clue of how to communicate with Generation Silver.

So, if it helps, we're for oldies too - just don't call them old.

Jeremy Rockett

Marketing director

Gonzalez Byass UK

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Picture the scene. You put your key in the keyhole, shove the door with your shoulder, drop your bags and look down. There, beaming up at you, is some relative or friend’s smug postcard with sandy beaches, Piña Coladas and palm trees (or, these days, an in nity pool and a detox smoothie) with a literal or metaphorical “wish you were here” written large.

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