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For decades, media has treated the 40+ demographic as if they were "fading out"—offering either retirement planning ads or stereotypical "grandparent" tropes. was created to challenge that by proving that this life stage is actually a person's New Prime . The content is centered on three core pillars: The phrase is the brand identity for a

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The "story" behind the brand is built on shifting the narrative from aging as a "decline" to aging as a "renaissance." The Brand Story: The New Prime