Battery-maker Energizer Holdings Inc. has a message for baby boomers: Hearing aids are cool.
To help boost sales of its hearing-aid batteries, Energizer has enlisted 1980s rocker Pat Benatar for a marketing campaign, “It’s Hip to Hear.”
“Our generation has helped shape American culture, especially since we’re the first to be raised on rock ‘n’ roll,” a 16-page brochure quotes Benatar, 51, as saying. “From Aerosmith to the Rolling Stones, our music defines us, but all those years of rockin’ are beginning to take a toll.”
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Eh?