You know, I’d like to consider myself a pretty savvy consumer.
Sure, you put something on TV and sell it for $19.95, I’m going to be interested. Chances are, I’m going to be totally convinced I really need it. (I’m looking at you, Slap Chop.)
I’m a (reasonably) smart enough consumer, also, to recognize how companies market.
Oh, you wily “Mars and Venus” concept, you.
I use Degree deodorant. Not because I have any affinity for the brand, mind you — I’m just cheap. Nine times out of 10, I can go into CVS or my grocery store and Degree is on sale as “2 for $6″ or, if you’re paying premium downtown D.C. prices, “2 for $7.” Because there are two people in my house who need to not smell, it makes financial sense.
So, the other morning, I’m getting ready for work and look down and the bathroom counter catches my eye. Not necessarily for the fact that it looks like a drug store exploded all over it, but for the two packages of Degree strewn next to each other. And, then, I saw the difference in how they market the exact same thing to men and women.
Allegedly, Degree’s kicked it up a notch with some “active ingredient” that ups the ante on their “responds to body stress” game. It’s even more awesomer, or so I’ve been told.
So, for the gents, Degree shows you this with a label on the cap.
See that? It responds to adrenaline! Grrrr!! You can lift and move a Ford Festiva and Degree will know, and make sure you don’t stink after it’s done. Or, say, you’re about to singlehandedly drywall your living room and you’re gearing up for the rush of the job? Degree knows. And you will continue to smell “extreme fresh” when you’re finished.
But what if you’re a lady? You’re surely not drywalling or lifing a Festiva for sport … so how can Degree help you?
Oh, no adrenaline here, ladies. This version of Degree is “extra responsive in emotional situations.” You know, like coming face to face with your crush, or the end of “The Notebook” or the season finale of “The Bachelor.” Then, you can still smell like “fresh oxygen” through your tears of joy and your nervous giggles.
… Boo, Degree. Boo.
I’m not a “Bachelor” type of girl, Degree. I’m more likely trying to find a Ford Festiva to lift.
It got me thinking … I get that some products need to be marketed specifically toward women, and I even get that some products (even deodorant) are made especially for women (Secret — Strong Enough for a Man, but pH Balanced for a Woman). Conversely, no women I know are rushing out to get “girl-approved hair” by covering in Axe.
It was amusing, though, to see it side by side. It’s not often you get to see it all laid out in front of you, and it’s not often I’m coherent enough at 7:30 a.m. to put the thought together.
So, any other examples you can think of? I’m curious to see where else this may be in use.
Popularity: 1% [?]
The only thing I can think of is the last time I was in DC (many, many moons ago) a t-shirt vendor tried to sell me a blue t-shirt that said “Future President” but got mad when I asked for a pink version since my daughter was more likely to BS her way into the Oval Office than my son. LOL
Well, there’s the age-old toy store situation. In any four-aisle mall store, there’s one aisle of Legos and board games and one aisle of outdoor and seasonal toys. But then you get the aisle that’s chock-full of toy cars and army men, and the aisle that’s top to bottom with pink boxes of dolls and dress-up accessories.
Oh, I love this. Twitter was all a-flutter last night about how many of the commercials were disparaging to women. Love to hear your two cents on that one.
Danica Patrick has had a more successful racing career than, say, Sarah Fisher; whose TV commercial appearances tend to focus on her talking about the product rather than people disrobing.
The thing that truly irks me is that the products aimed at women are generally more expensive. The Evil Twin and I use the same brand of razor, same brand of shaving cream, etc. (the men variety).
If I may offer a suggestion. Try “Certain-Dri”. It is a no-bullshit deodorant, no ads on the package, just a roll on with no smell. Works for a good 24 hours. Costs about the same as Degree. No gender difference on the packages either, which is always good
Oh, LiLu … there were more than a few times I looked to my right and said, “WTF are they thinking?”
This was some of the most slack-ass, half-wit advertising I’ve seen in years. It’s like nobody even tried. I mean, if you weren’t looking for weird looking men running around in their underwear, you were kind of hosed.
Oh, and I’m looking at you Dodge — I’ll never buy your cars. Mostly because they suck bad. But that ad really took it up one. Yes, yes, ’cause we know all women are overbearing, nagging bitches.
Boooooo, Dodge.
Betty White rocked, though, didn’t she? I friggin’ love Betty White.
Well, Dodge does know the one trump card they have — their vehicles look like butch, chunky Tonka trucks. Made out of the same plastic, too.
You really need to call into the show this weekend (3pm ET; call-in number at irreverentradio.com) so we can all rant about this. Cos I agree… total bullshit. And it’s sad that so many people actually buy into it.
If people didn’t buy into bullshit, there are a lot of ad copywriters, politicians, psychics and more who would be out of work…