It mystifies me why Asian probiotic drink brands remain obsessed with kids and ignore opportunity among older consumers.
So it was with delight that I saw that Muller in the UK has just hired 64 year old actress Joanna Lumley to front for their Vitality brand yoghurt.
The campaign including TV and press broke on April 5th and was “developed to appeal largely to the 55-plus age group who enjoy a full and active life and for whom maintaining good health through balanced meals is the priority”.
The company states that the Vitality proposition has a very strong appeal to mature consumers who are pursuing a healthy and balanced diet and lifestyle.
Dick Stroud covers the subject of use of celebreties in his recent blog article here: http://www.20plus30.com/blog/2010/04/are-celebrities-are-like-fine-wines-and.html