Ladies and Gentlemen, I implore you…
Let’s state the obvious: there are products for men and there are products for women. Therefore, advertising caters to whichever gender for which the product is made. Some of my favorite campaigns now are for strictly male products and strictly female products.
Female
My favorite campaign of the moment is one that is wildly popular, talked about and criticized. The U by Kotex ads. I think they’re hilarious. While I’m not crazy about their too hip, 5 gum type packaging, I think the commercials are clever and “breaking the cycle” of the typical tampon ad, where women are ALWAYS wearing white, twirling, jumping and generally being ridiculous.
See what I mean?
I appreciate the realness of this commercial and when in the feminine care aisle the other day, I definitely looked for this product and although I’ve already mentioned my dislike for the packaging, I will say that it stood out among all the pastel greens, pinks and yellows. Advertising success.
Male:
Old Spice rules. First, with the “The Man Your Man Could Smell Like,” (TMYMCSML for short) and now the Odor Blocker, Old Spice’s commercials for their new body wash are memorable, hilarious and effective. Naturally, I’m going to put the video to the TMYMCSL because it’s AMAZING, but it is not my main male focused campaign of the week because technically it is directed to women (even though men will buy this product because they want to smell like this guy and want their ladies to want them to smell like this guy…). The newer Odor Blocker commercials depict a very built man whose odor is blocked by Old Spice. His muscles talk, he’s powerful, and men want to be like him. Oh, he’s also the guy from White Chicks.
Both of these campaigns are properly positioned to the target audience. Miller Lite, this is where you have failed with your new campaign. I realize that ML has been trying to target the “macho” light beer drinker, and I think they’ve done a good job lately (see the commercials where the guy would rather save his Miller Lite than his girlfriend and the one where the guy can’t say I love you to anything but his Miller Lite), but the new “Lose the Skirt and get a Miller Lite” ad leaves me with the desire for the taste of Bud Light in my mouth. Newsflash MillerCoors, women drink beer. light beer. I don’t understand why beer commercials have to be catered toward men only, but I think that’s a rant for another day. I appreciate hilarious beer commercials as a woman (Bud Light) but I would also appreciate a funny commercial targeted more towards the women beer drinkers of the world.
This commercial is stupid. ML, your beer tastes like water anyway and I rarely see a man with a Miller Lite. Lose the skirt? You just lost my businesses. It should be “Put on a skirt and get a Miller Lite.” Then maybe your sales would go up. (A special thanks to Kirby Duncan for showing me this ad)
read more here: Miller Lite Debuts More ‘Macho’ Beer Ads.
