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Rethinking Retirement

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Citron Haligman's Dreyfus Ads Approach Investment as a Path Toward 'Rediscovery'
SAN FRANCISCO--Citron Haligman Bedecarrƒ's new campaign for Dreyfus mutual funds addresses investors' retirement goals without ever using the word "retirement." Instead, the TV, print and outdoor ads outline specific plans and dreams shared by affluent baby boomers as they grow older.
The estimated $30 million-plus campaign broke last week. Newspaper and national magazine ads are running in business and financial publications, and three TV spots are being unveiled on news and sports programs on the East Coast, said agency officials. The TV work will roll out across the country later this year.
The campaign, themed "Someday I plan to," was created in light of agency research showing the target market does not relate to the traditional notion of retirement and "finds the word itself a turnoff," said Neil Saunders, agency planning director. "We found that retirement is still the No. 1 reason people invest, but affluent boomers think about it in terms of redefining, rediscovering or regenerating themselves ... having the freedom to do the things they've always wanted to do," he said. The tagline remains, "Rule your kingdom."
Directed by Herb Ritts, the TV work is designed to have a sophisticated, timeless tone that would appeal to investors who are optimistic and self-reliant, said agency president Kirk Citron. "We are trying to shift attitudes about Dreyfus, to make the brand less stodgy and more relevant and contemporary," he said.
Each black-and-white spot shows an attractive man or woman in their 40s or 50s with the reclining Dreyfus lion.
"The lion is meant to represent the strength of the mutual fund company in helping these investors reach their goals," Citron said.
The actors describe what they would like to do "someday." Plans include "sleeping through rush hour, looking forward to Mondays, growing tomatoes and starting a business with my son." The spots conclude with the tagline and facts about the company.
The idea for the investors' goals listed in the ads came from "clever copywriters," focus groups, statistical research and even the actors and the production crew, Citron said.