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Catering to the 'Young Invincibles'-- New Blue Cross Health Plan Is Marketed to 19- to 29-Year-Olds
San Francisco ChronicleLink to more items from this source
Nov. 18, 2004

Excerpt: The insurer Wednesday introduced Tonik, a new individual health plan intended primarily for young adults ages 19 to 29. It's being promoted with a hip Internet campaign and marketing tactics directed at a generation more familiar with snowboards than shuffleboards. The product is designed for people who can afford health insurance but think they can get away without it -- the so-called young invincibles. Blue Cross also says the plan will appeal to mature mavericks, those who may[.]

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