“Act your age” is an admonishment typically intended to encourage “age-appropriate” behavior. But pain relief brand Aspercreme is using it as a rallying cry for its core audience of baby boomers.
Claudine Patel, Chief Marketing Officer at Aspercreme parent company Opella North America, is determined to bust the stereotypes surrounding this cohort. “There are all these stereotypes you see in advertising, like a boomer sitting on the bench taking their meds and walking really slowly. They’re not like that,” says Patel. “Age makes you super interesting, not dull. There’s an opportunity to really defy stereotypes and break clutter.”
Rock Climbing, Cycling and Drumming
In the new Aspercreme campaign’s digital assets, adults seemingly in their 60s and 70s are shown rock climbing, playing drums, riding a motorcycle across the desert and performing a perfect headstand alongside the motto “Act Your Age.” The campaign’s 15-second clips take the irreverence further. Accompanying video of the boomer climber is a voiceover declaring “She’s really getting up there… damn right she is.” And heard over video of a man in a yoga class is this narration: “He’s not what he used to be; he’s better.” The message read aloud at the end of each clip: “Don’t feel your age. Act your age.”
Challenging Boomer Stereotypes
“We have a share in the market for boomers,” Patel says. “One of the things we want to do is continually stay relevant. We want to make sure we understand and empathize with our consumers.” So, to ensure the brand was keeping up with its audience, Aspercreme and Talker Research surveyed 1,000 U.S. baby boomers as well as 1,000 younger adults. Although 45% of the non-boomers associated being “old” with forgetfulness and 41% with decreased strength, the boomers didn’t care—literally. More than three-quarters (77%) of those surveyed said they’re no longer concerned with what others think of them, and 63% say they’re making the most of life. In fact, 27% have taken up hiking and 17% cycling. And though 40% of the younger adults associate mobility aids with aging, 25% believe baby boomers could outrun them in a marathon.
The findings reinforced what Aspercreme had suspected: that in many key areas, boomers and younger generations are more alike than they are different. For that reason, Patel isn’t worried that the campaign will turn off younger consumers. “This resonated across groups because there’s no such thing as stereotypes anymore; it’s about living life to the fullest.” To reinforce the point, she calls out the myriad TikTok clips and Instagram reels of boomers performing dance trends with their children and grandchildren, with multiple generations coming together and having fun.
Digital- and Social-First Channels
The new creative will appear on Meta’s platforms, streaming video and mobile activations. “Facebook is one of the most popular platforms for the boomer segment,” Patel says. (According to AudienceProject, 78% of baby boomers use Facebook; YouTube was second most popular, with 67% of boomers using it.) “Boomers spend more time watching videos on Facebook than any other age group. They love video content.”
Like many other brands taking a social-first approach, Aspercreme is turning to influencers: Joan Vassos, star of the “Golden Bachelorette,” and coach and trainer Joyce Shulman. “We believe they authentically live to our brand,” Patel explains. “Joan really embraced love later in life. With Joyce, it’s about empowering women to take ownership.”
“Act your age” started rolling out in early February. It isn’t completely replacing the “Kick pain in the Aspercreme” slogan, which debuted in summer 2021. Rather, it’s an evolution, Patel says, with each campaign sharing the bold attitude that she says represents the brand—and the baby boomers who comprise much of its target market.
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