Cereal Maker Targets Boomers Online

by Kim Walker 29 October 2009 14:24:40

General Mills is using Yahoo for a new campaign called "Vitality" to build visibility and facilitate dialogue among Baby Boomers in the USA. According to the release in Media Post; In an effort to connect with Boomers in ways that resonate best with their lifestyles, the targeted campaign will feature "Vitality-themed" content around news, health and wellness, retirement, travel, entertainment and more, all within Yahoo News and Yahoo Games.

It's great to see a powerful marketer responding to the inevitabilty of demographics. General Mills marketing director John Starkey said "We can't ignore the fact that starting next year half of the U.S. population will be over 45 years of age; that's never happened before. People are living longer, they are redefining and reinventing that part of their lives, and we want to be there to help them achieve that."

The program header will include navigation so users can access other Vitality experiences, like games and news. General Mills will flight product media within the experiences over the course of the campaign. Currently, an ad for Fiber One cereal is featured. General Mills will be measuring the effectiveness of the campaign through Yahoo's tools. The Yahoo Games and Yahoo News properties will feature "Vitality-themed" content for Boomers. It will be focused on healthy living for Boomers. As reported in the latest issue of SilverTips newsletter, Boomers are the heaviest users of online games across Asia Pacific.

The General Mills games experience pages will be in an area of the Yahoo Games called Yahoo Brain Games, and will feature three to five games such as Sudoku, Crossword Puzzles and Mahjong solitaire. The Brain Games promotional position on the front page of Games will point users into the Vitality Brain Games for the entire campaign.

Sounds all very smart to me!

General Mills is better known by its leading brands:

• Häagen-Dazs
• Old El Paso Mexican meals
• Green Giant vegetables
• Pillsbury
• Betty Crocker

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