• Brandweek, Wednesday, January 17, 2007 12 PM

AARP's image overhaul is designed to energize a brand that is still seen in some corners as a retiree organization. Aimed partly at potential AARP members under 50, it includes a new TV ad that celebrates the aging process, a new theme and a new logo.

Print will run in titles like Newsweek and USA Today. Banner ads will be on Web sites that cater to Gen Xers. The Internet and digital technology will play a big role in the overhaul; a revamped, more interactive Web site and blog will launch in the third quarter.

A cornerstone of the brand update, with overall media spending that will be comparable to the $114 million spent in 2005, is a new theme: "Health. Finances. Connecting. Giving. Enjoying."

"There's a new focus on creative that is energetic, engaging, very emotional and multigenerational," says AARP's chief brand director Emilio Pardo.

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