All our research was among plus-50s and our media buying for the campaign reflected this. In fact, our target market is referred to internally as "50-years young", and this is where we differ with Lulie's view of stopping pretending these consumers are younger than they are.
While they are generally uninterested in the frivolity of celebrity, older consumers don't consider themselves old, they are interested in fashion, looking good, feeling good, art, culture and music.
The main difference between them and younger consumers is that they'll do the things they like rather than what they think is the trendy thing to do, and this includes their choice of drinks. This difference in attitude is a clue of how to communicate with Generation Silver.
So, if it helps, we're for oldies too - just don't call them old.
Gonzalez Byass UK