• by Derek Dunham , Columnist, June 24, 2013

It’s summer, it’s hot and you’re reaching for a cold one. While you’re popping the top, think about beer marketing. How many Boomers (or seniors, for that matter) do you see in ad spots for beer, much less beer products aimed directly at them? Yeah, we couldn’t think of any either.

Heineken is out to change that. Feeling increased pressure from microbrews, locally based brands, a growing homebrew market and declining sales, the Dutch brewer is the latest global CPG brand to consider creating products aimed at “older” consumers in an effort to differentiate itself from competitors that are focused on younger audiences.

As with any new effort or product launch, they’re starting out with market research, or as they’re calling it, “gathering insight on the preferences of over 60s.” Interestingly, their methodology includes crowdsourcing observations from fans using its innovation platform, the Ideas Brewery.

The first stage of the campaign was launched last year. Called “The 60+ Challenge,” it asked members of the public (specifically the creative) to submit their observations on “lifestyles for mature market consumers” by shooting a video, taking photos or submitting a written brief. Submissions were judged by Hollywood producer Donald Petrie (“Grumpy Old Men”), photographer Naomi Harris, cultural commentator Kees van Duyn and two senior directors from Heineken.

Stage two, currently running, includes crowdsourcing brand fan observations on the actual drinking experience, focusing on the beer, packaging and serving method. This time around, the challenge is to come up with “new ideas for the unique lifestyle, attitudes and needs” of 60 to 70 year olds. Collected insights will be used to create new products, align the marketing strategies for the company’s lager and cider brands, and encourage older drinkers to support the flagship beer, plus its Amstel and Birra Moretti brands.

Nielsen reports that beer purchases generally peak in the 35- to 44-year-old age bracket. And although Boomers are still drinking more beer than consumers over 65, only about 33% report drinking imports. Both Boomers and the Silent over-65s share interests in brand recognition, full-bodied flavor, along with having a greater interest in their health and nutrition. 

You’ve got to give Heineken credit for recognizing Boomers’ buying power and disposable income, and the fact that they’re making a concerted effort to “tap” this consumer segment. It’s a bit of a departure from the industry’s typical focus on younger drinkers. 

These innovative research methods show how far we’ve come; the marketplace has changed and some new dialog between company and consumer has opened up. Now, consumers can participate not only in conversation at the back end, but as a part of a company’s ideation process from the beginning. 

A brand like Heineken will definitely benefit from retooling products and marketing messages to target these older consumers. Drawing on the consumer base for ideas and suggestions may be the most effective way to create new campaigns that will appeal to consumers who haven’t been part of the target in the past.

We know Boomers want control over their lives, health, money, experiences, ingredients, products and the ability to customize to their particular wants or needs. They’re also the ones that enjoy quality and life’s pleasures. In moderation, of course.

So instead of tapping young, hip creative types who will most likely respond to this type of crowdsourcing effort, perhaps the best way to reach the mature audience would have been to go directly to the source: Boomers and senior consumers themselves.

We’ll wait and see what comes from the rest of the research, but, hopefully, we’ll see messages of balance, ways for consumers to make healthy choices without sacrifice, the emergence of a “premium” brand, and a campaigns built around quality of life and appropriate imagery – free of the scantily clad models, extreme sports, hip-hop and younger celebrities.

Heineken needs to meet Boomers in their life stage – not their age.