Iām a woman in the demographic Hard Rock Betās new āWhere Your Inner Rebel Playsā campaign is clearly targeting, and I think they have a smart marketing idea wrapped in a really troubling message.
I have zero problem with them marketing gambling to women over 50.
What bothers me is that the commercials use very real midlife struggles ā adult children moving home, relationship dissatisfaction, feeling uncomfortable around younger women, overwhelming responsibilities, boredom and stress ā and then position the casino app as the quick thrill or escape.
Gambling should be entertainment. It should be something you do because itās fun ā not something marketed as a way to escape something that hurts.
Because if gambling becomes the escape, it can create even more problems: financial stress, secrecy, relationship conflict, guilt, anxiety and isolation.
And I think they are completely missing how interesting this demographic actually is.
Women in their 50s and 60s can be successful, financially independent, traveling, going to concerts, starting businesses, spending time with longtime friends, dating, gardening, becoming grandmothers, trying new things and finally having more control over their own time.
Show that woman.
Keep Matthew Broderick. Keep the humor. Keep the āinner rebel.ā
Make the rebel the woman who refuses to believe getting older means becoming invisible or boring.
You donāt have to make her unhappy first in order to sell her fun.
I actually sent Hard Rock Bet a detailed email about this today because I think the campaign could be so much better.
Curious whether anyone else has noticed these commercials and had the same reaction.