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AARP Tries On New Image

Brandweek , Wednesday, January 17, 2007 11:15 AM

As it approaches 50, AARP has rolled out a new TV ad to celebrate aging to the tune of a Buzzcocks' classic punk song "Everybody's Happy Nowadays." The image change, aimed in part at potential future members still in their 30s and 40s, is part of its effort to reposition a group once called the American Association of Retired Persons, as being devoted to vigorous, working people who are over 50.

"There is a lingering perception that AARP is a retiree organization," says Emilio Pardo, AARP chief brand director. "But people are living longer and working longer, and we want to reflect that back to them. We are in a position to further enhance the lives of people 50-and-over." The theme of the brand overhaul--with about $114 ready to spend behind it--is just five words: "Health. Finances. Connecting. Giving. Enjoying." The first TV ad, one of seven ready for the year, broke this week.

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