31-45 year olds are not very different than 18-30 year olds. No changes need to made to the above directly, but a few nudges would help. Primarily, they like to feel younger. This can be accomplished in various methods. First by simply replacing replacing the actors from the younger commercials with older actors gives this age group the since of pride that they can keep up with the youngins. Secondly tune the advertising to include nostalgia that remind them of their youth. They are not that far remove from the younger generation so you can keep the same slogan and same script but change the ancillary actions. e.g. "Fuel your Hustle" can show a middle aged male with greying hair attempting to sell beanie babies on the street corner instead of a young female attempting to sell hip hop dance classes. Same slogan, same overall point of view with a few key differences.
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