older

Full marks to Heineken who has decided that there might be some scope in getting a better understanding of the older market.

This is an excellent report (free) that contains some fascinating data about the age profile of digital use in the UK.

At the end of last year I blogged about P&G's decision to target older consumers with the launch of a new (modified) set of products under the Crest brand. I was not that impressed with the ad and the marketing messages that it had adopted  - have another look for yourself at the ad below.