Boost your Boomer

Every now and then, something comes along that makes me smile. A remarkable advertisement that makes me think and energises me. That's what advertising is for after all!

YoungCapital's latest campaign, 'Boost your Boomer', has that effect on me... and I wonder why.

Surely, I really don't belong to that target group yet (I don't emit Boomer "codes" as far as I know, and I may also have a few more years to wake up). So, is YoungCapital talking about me? Do I recognise myself in this Boomer behaviour? A confrontational thought experiment.

https://www.youngcapital.nl/booomer-energy-drink

Boomers, in case you missed it, are mostly enjoying their retirement years — except for the few still clinging (or returning) to the workforce. Ah yes, the golden age enthusiasts who swear everything was simply better back in their day.

Nonsense says this advertisement; with such a Boomer mindset no one gets anywhere. So high time the bullshit stops and Boomers are confronted their own prejudices for once, so that young people get the appreciation they deserve. And that young people can vent their frustration about the slower pace of their older colleagues. In short, time to close this generation gap and create more understanding between the two groups. Because without young people, everything grinds to a halt, according to YoungCapital.

So, a little riot, using prejudice, holding up a mirror to everyone. Tackling polarisation with humour, very brutal and sick 2025 I would say.

A style that does appeal to me personally as a representative of 'the lost generation' (Gen X born between the Boomers and Gen Y), who became known as individualistic, averse to authority, brought flexibility to the workplace, among other things, and know how to bridge the gap between the old and the new more than other generations.😊

Going back to the 'Boost your Boomer' campaign for a moment, what makes it so appealing and strong in my eyes?

Let me start from semiotics, the meaning of symbols and signs used in the execution of this campaign. After that, I want to look at how this campaign connects with how we want to be addressed as 'older employer/employee'. Because let's face it: the younger guard still can't ignore us. In the end, we must do it together... right? Or is that just a comforting fairy tale for the generation that still maintains their 'Roman Empire' on a daily basis?

Semiotic analysis:

Essentially a parody of energy drink ads, with an exaggerated focus on transformation, the campaign cleverly uses elements that highlight the generation gap in the workplace in a humorous and thought-provoking way. The 'BOOOMER' energy drink acts as a symbol of closing that gap: a central icon referring to a culture of quick fixes.

Take the first scene in the commercial, this scene is set in a dystopian laboratory where young people literally have their energy drained to turn it into a 'BOOOMER' energy drink. The whole picture is a clever mix of high-tech gadgets and over-the-top style. It feels like an absurdist and ominous SF movie, but with a plot: young, vibrant vitality is transferred to the older generations so that they can keep up with the pace of the modern workplace.

The youth is portrayed here as some kind of alien entity, with a narrative reminiscent of a mix between The Blob, in which a shapeless slime swallows up humanity and The Matrix, where humans are degraded to biological batteries. A narrative that is both terrifying and delightfully old-fashioned: youth as a menacing, elusive force that slowly but surely consumes us. Perhaps all we're missing is a dramatic voiceover whispering, "They're coming.... and they take over your workplace."

In the sequel scene, we see a dull and standard office, with grey furniture, a typical system ceiling, lots of filing cabinets and orders in the background (old analogue world). A whole that feels like an ironized reinterpretation of the'modern' workplace of the 1980s, making fun of office clichés like the cake and the serving of coffee (cans of energy drinks) by the intern. The office houses both older and younger workers who work well together, but the older is seen as low and traditional, while the younger is portrayed as knowledgeable and efficient.

The youngsters look with a mixture of boredom and sharpness, piercing you with an arrogant, almost mocking attitude. Their gaze is indifferent, but at the same time imbued with the impression that they see through the situation and wonder why you don't understand.

The casual offering of the drink by the young employee and the enthusiastic gluttonous drinking by the older colleagues is pure art. They seem to want to gulp down the youthful energy and flexibility and have become addicted to it (given the mass of cans lying around the office).

Does this metaphor symbolise the interdependence of generations in the professional jungle... and does it give the Boomer the necessary Superpowers to survive? Or are the young already pulling the strings and the old are now dependent on the younger generation - one look into the eyes of the young and you know we are at the mercy of these new rulers on the floor.

The choice of a pulsating techno soundtrack supports the video's fast-paced editing and energy. This style of music, associated with youth and modernity, reinforces the sense of urgency and movement, and emphasises the need for older generations to keep up with the pace of younger colleagues.

The slogan "Boost Your Boomer" is short, powerful and as subtle as a slap with a wet newspaper. It ingeniously connects two extremes: on the one hand, the term Boomer, usually an affectionate term for someone who is slow, old-fashioned and hopelessly behind, and on the other, Boost, a word that reminds us of energy, growth and achievement-all things Boomers are obviously in dire need of. Smart, playful and with a touch of passive-aggressive motivational language.

It is as if the campaign is saying, "Let's shake things up, but with style!". A figure of style conceived and carried from the youth perspective. 

Ehh... But what about the Boomers? How do they look at this message? Older employees don’t want to be judged by their age, but by their skills and experience... right?

Let’s take a look at how marketing for older people is usually approached and consider the perspectives of two authors: Susan Jacoby in Never Say Die: The Myth and Marketing of the New Old Age (2011) and Filip Lemaitre in The Silver Ones(2019). Both authors agree that marketing aimed at older adults often relies on stereotypes, emphasizing vulnerability and dependency while valuing grey hair more than the grey matter above it.

In 'Never Say Die', Susan Jacoby criticises the way what she calls a 'youth-oriented society' does not take old age seriously, romanticises ageing and ignores the reality of getting older. According to her, old age is often presented as a period of infinite possibilities, while many older people face physical deterioration and discrimination in the labour market. From her perspective, "Boost your Boomer" could be seen as a simplistic and almost derogatory way of positioning older people as people who need a boost to stay relevant. From this perspective, the infantilisation of Boomers and condescending humour, will not work to precisely reach older people and may even be counterproductive.

Her advice: you will achieve more if you actually value the older target group a bit more with a respectful and experiential approach. Ai, because that's exactly what 'Boost your Boomer' doesn't do...

In his book, Filip Lemaitre emphasises that the 50+ target group is not a homogeneous group and that many marketing campaigns miss the mark by using outdated stereotypes. He gives clear do's and don'ts for effective marketing to seniors. Lemaitre argues that many over-50's do not identify with images of 'super-active' seniors portrayed as 'rejuvenated'. If the campaign has a playful, youthful tone, this would be a don't. This target group wants to be taken seriously, sees itself as vital, independent and experienced and does not want to be portrayed as people who are 'lagging behind' and need a 'boost'. So even from his perspective, "Boost your Boomer" might not work.

Ah, how wonderful that "Boost Your Boomer" can actually be a success for older people too - look at that, an unexpected win-win! Because, let’s be honest: this campaign starts with the age-old cliché that older employees are slow, tech-illiterate, and as dynamic as a 1995 fax machine. But don’t worry! With a little energy (read: energy drink) and the right support, they can still keep up in a youth-driven work culture.

What a relief for me.  Because I like to remind myself that experience, loyalty and strategic acumen are totally outweighed by a smooth Instagram story or the ability to manage six Slack channels at once. Fortunately, the campaign ends with an optimistic twist: even the 'Boomers', if well-oiled, are allowed to join the modern work grinder for a while. How generous.

And by the way, I work for Haystack Consulting, we deal with semiotics and older audiences too.

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