Ask any marketer: Talking to women in an authentic way isn't easy.
First up: there are a lot of us. More than half the population. That's a whopper of a demo to pigeon into a clever campaign.
But, many have tried. Making everything pink. Nodding at how much men suck. Empathizing over the approaching horror of bikini season.
Most of the time, it just misses. More noise in a crowded landscape. But sometimes, it's just off putting. Especially when it comes from brands that should know better.
Think: the Motrin Moms debacle earlier this year.
And, now, think Lays.
Their new Baked line packaging is being supported with a huge ad and online investment in connecting with women. They've bought full pods on cable; produced a series of webisodes; bought into the most expensive magazines.
All for a chance to make menopause-makes-me-hot jokes and pushup-bras-are-my-favorite technology references:
It's mostly just disappointing. The thought that the agency that developed this - and the client that approved it - believes that women are really united over our shared love of yoga and disgust for our younger, hotter counterparts is ... gross.
The next time you get a brief targeting women, I suggest:
- Asking which women? Do you really need to resonate with half the population?
- Searching for a unique, and near universal insight. They're called cliches for a reason.
- Looking for connection around our "best selves"; not our guilty pleasures
- Excising pink from the pallet