For Kraft-owned condiment brand Miracle Whip's 84th birthday, it decided to sponsor an octogenarian basketball team.
The San Diego Splash is comprised of women 85 and older who all gather to play basketball at their local YMCA. The team competes with other senior women, but the members of the Splash are among the oldest in the league. The San Diego Splash team reached viral fame when ESPN aired a special on the team in June 2017 that garnered 12,000,000 hits online.
According to Miracle Whip's director of marketing, Matt Carpenter, "Miracle Whip is a brand that recognizes that some of the best things have been around for the longest time." This endorsement deal hopes to promote the idea that Miracle Whip is a brand with heritage and a product worthy of being shared by multiple generations.
Why This Trend Is Growing
- Senior Endorsement Deals
- Opportunity to tap into the growing market of senior consumers and create endorsement deals specifically targeted towards them.
- Sports Sponsorship for Senior Teams
- Opportunity to sponsor and support senior sports teams as a unique and impactful marketing strategy.
- Promoting Heritage and Tradition
- Opportunity to align with brands that have a long history and promote the idea of multi-generational product usage.
Industries Being Reshaped
- Condiments
- Opportunity for condiment brands to explore endorsements and marketing campaigns targeting senior consumers.
- Sports and Fitness
- Opportunity for sports and fitness brands to sponsor and support senior sports teams as a way to connect with a specific demographic.
- Marketing and Advertising
- Opportunity for marketing and advertising agencies to develop creative campaigns that highlight heritage and tradition in order to resonate with multi-generational consumers.
