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P&G, NBC Partner On Content For Boomers

Life Goes Strong

Procter & Gamble and NBC Digital Networks are collaborating for the third time in as many years on an array of new lifestyle-focused Web sites for people 45 to 64 years old.

The properties, collectively "Life Goes Strong" and hosted on NBC Digital Networks, are in verticals devoted to family (, style ( and technology (, with other categories scheduled to roll out over the next several months, per P&G. The new sites follow and, also on NBC Digital Networks and co-developed by P&G Productions.

The content includes daily articles, instructional videos, blogs, quizzes and polls. The site also has things like CareFinder, designed to help people find senior care, child care, and housekeeping assistance locally and something called a "Slang Blaster" for teaching grown-ups how to decipher texting acronyms and other slang terms.



NBC Digital and P&G productions started together in 2007 with, a health and wellness site for pets, and partnered again last year with for, a recipe generator and meal planner.

A P&G Productions spokesperson says the sites are not limited to P&G brands. "The way to think of these properties is that P&G brands advertise on the site but it's not exclusive to P&G or NBC Properties," she says. "We look for relevant brands in this space. It is basically agnostic, not branded, although it's owned by P&G and run in partnership with NBC."

Duracell is sponsoring the TechGoesStrong site, but other P&G brands are likely to sponsor other sites in the network.

"There are channel sponsorships and other branding opps and traditional online media as well," she says, adding that the company targeted boomers because of their spending power and the fact that they are underserved online. "They are about a third of the U.S. population, and they represent something like a trillion dollars a year in spending, and they are very involved and engaged online."

As part of the partnership, NBC provides the editorial staff and runs day-to-day operations of the sites, and also promotes the Web properties on its own network. The P&G Productions spokesperson says the company has reaped gold from the relationship. She says the PetSide site, which launched two years ago, garnered some two million unique visits in April. Next up are new sites on subjects like health and home in the next several months.

2 comments about "P&G, NBC Partner On Content For Boomers".
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  1. Nancy Padberg from Navigate Boomer Media, May 13, 2010 at 12:05 p.m.

    Congratulations to P&G and NBC! They understand the power of the boomer consumer! They have money to spend buy 7 cars over age 50, purchase 80% of luxury travel and 8 out of 10 own their homes! The largest boomer online ad network with 112 million boomer monthly uniques - Navigate Boomer Media is growing rapidly because of smart marketers like P&G and NBC. Nancy Padberg, CEO Navigate Boomer Media 310.437.3813

  2. Kevin Horne from Verizon, May 14, 2010 at 2:46 p.m.

    Good thing they did this because there isn't any online content for boomers...oh wait...what?...oh there is?...tons of it?....for many years?...oh, OK, never mind.

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