The stewards of the Elations brand know their baby-boomer target well. Just witness the fast-rising sales of their joint-health beverage supplement packed with glucosamine and chondroitin to ease the pain of osteoarthritis and sports strains.
The Cincinnati-based company just announced a new charity initiative that's in sync with Elations’ customer base: Boomers Building a Better America. The project will award grants to three boomer-powered community projects, as nominated by their customers, and help them complete their projects.
Coming along as sort of “grand marshalls” of the effort are two athlete-celebrities well known to boomer fans of the Olympics: gymnasts Nadia Comaneci and her husband, Bart Connor.
Mike Burton, the brand's director of marketing, told Brandchannel that Elations is pivoting from recent TV advertising (such as the spot above) to public affairs initiatives to make the brand resonate with its target audience.
The rationale, he says: to underscore the product’s practical benefits with “a real focus trying to tie into a stronger emotional appeal” to boomers, and “how we can help them to sustain that healthy and busy lifestyle.”
About one-third of baby boomers volunteer, according to Elations research, the highest of any age group. And they’re certainly the target for Elations, a product that was spawned by Procter & Gamble before JW Childs, the independent beverage-turnaround specialists, picked up the brand in 2004.
“How you target boomers is important because we know they don’t like to take pills or feel sick,” Burton says. “They still feel young and vibrant and so they want to continue to live that lifestyle. We help them achieve that in a meaningful way.”
Elations is challenging the segment primacy that long was enjoyed by Joint Juice. Sales of Elations tripled to about $40 million last year, according to Burton, who expects sales nearly to double again this year, to about $75 million, with this more integrated focus on baby boomers.
One thing is for sure: At 77 million Americans, the boomer cohort represents a big target for any brand, like Elations, that can figure out how to get their attention.
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