Procter & Gamble, NBC Digital target baby boomers with websites


Procter & Gamble Productions and NBC Digital Networks have launched a network of websites aimed at the baby boomer generation. The network, “Life Goes Strong,” includes sites on family life, style and technology, with more to come over the next few months.

The sites include articles, blogs, photo and video galleries, quizzes, polls and tools that help users find senior care, housekeeping and other localized services.

“Knowing that more than a third of all Internet users are adults between 45 and 64 years old, we saw an opportunity to work with Procter & Gamble to create a site network that can actively fuel this age group,” said Devin Johnson, vice president for NBC Digital.

This is the third online venture for P&G and NBC Digital. The two companies launched, a site for pet-lovers, in 2007; and, a recipe generator and meal planner, in 7/09.

NBC Digital is a unit of iVillage, which is part of NBC Universal.