Hearing aids used to be for old people. However, Phonak Audio has launched into the scene with a line of colorful high performance hearing aids that seem cool. The marketing materials are hip and fresh, and the product is clearly targeted towards a younger demographic.
One of the largest segments for hearing aids is 50-65 year olds with mild to moderate hearing loss. The problem is that 50-65 year old people feel young. As a result, purchasing a hearing aid would be otherwise embarrassing, and the segment is the least tapped in the industry. That's where Phonak's colorful line comes into play.