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
Hello people
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
John B. Barnhart
Posted by: Viagra Online | September 24, 2009 at 01:19 PM
until women are as respected and represented as men in the industry this will be an ongoing battle???
From which country are you? Men and women are treated equal nowadays...there are even times that women are treated better than men!
Posted by: Vaporizer | June 17, 2009 at 05:45 AM
This is an interesting way to present birthcontrol. I think it´s a pretty interesting presentation.
http://www.whoinspiresu.ca/whoinspiresu/manageDish.do
Posted by: imaginativa | June 09, 2009 at 02:21 PM
amen sister - until women are as respected and represented as men in the industry this will be an ongoing battle. there are so many opportunities to speak to women in language they might actually respond to - and as more women are given the reigns in creative, more women will be won over, more women will move up the ranks in creative departments - everyone wins. men and women just see things differently, and thats a good thing.
Posted by: callie lipkin | May 23, 2009 at 10:07 PM
why is connecting in a true way so hard......
Posted by: Sue Blaney | April 06, 2009 at 11:27 AM
I couldn't agree more. Assuming that women live to diet is just sad. Don't the characters remind you of Cathy comics?
Yoplait did a pretty good job of nodding to the women's diet obsession without feeding the flame too much.
Great post.
Posted by: liz | March 31, 2009 at 01:44 PM
I hear you, some of the gags are pretty old. But we talk a lot at creativeskirts about brands being afraid to use humor with women, and I have to applaud Lays for trying. And I actually find the characters pretty endearing. At least they have a little self-deprecation going on, right?
Posted by: Jenn Totten | March 31, 2009 at 10:32 AM