| Your Dance Moves Might Show Your Age |
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By: Cindy Wendland |
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 You realize you’ve gotten older when your children look at you in disdain because of your dance moves. At one time, those moves might have been “good,” or even appropriate. Now they just look outdated. It’s a sad day when this realization sets in, but it eventually does. None of us want to be, feel, or look old, and Olay capitalizes on that with a little humor.
Olay’s advertisements take three approaches. They say your squint may show your age, but your skin never will. They say your tolerance for heels may show your age, but your skin never will. And, our favorite, they say your dance moves might show your age, but your skin never will. These are meaningful and playful statements that resonate with Olay’s market.
While the 40s may be the best time of our lives, it is also a time when we realize our age is catching up to us. We don’t recover from things as quickly. Those wrinkles and lines start to become more evident. And, apparently, our eyes, our feet, and our dancing have started to change and become outdated. We went so far as to record our daughter’s hip-hop dance to a Bieber song. We thought if we learned those dance moves, we could really tear up the dance floor. The problem is we never found the time or energy to learn those moves.
Olay’s brand makes money off of people aging, and Olay is smart to have fun with their marketing message. While our bodies may be changing, our spirits are still young. We want to look like we feel. Olay wants us to be ageless. Targeting 40+ consumers with playful ads is a winning approach for Olay.
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Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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