What is going on? I think I’m back in the ‘60s when smart companies didn’t know any better than to make their products pink for women and think they were done. But we are in 2009 and things have changed, at least for most companies. Mars candy bars and Dell’s Della website for women apparently don’t understand many of their customers at all.
Like hundreds, probably thousands of women (and men), I was horrified when I first saw Dell computer’s new website for women dubbed Della. It was condescending at best. I couldn’t believe anyone in today’s competitive marketplace would make such a blatant misstep in regards to marketing to women. If they wanted to set themselves apart, they certainly did that. Additionally, they garnered lots of internet buzz about their tech tips including using your Dell to count calories and store recipes. They were quick to respond to a deluge of criticism, which is, of course, in their favor. However, much of the damage was already done.
The
y aren’t the only ones regressing. Mars candy bar launched their first new product in 20 years with a pink wrapper called Fling. Besides pink, the sexual overtones are substantial from their describing the bar as a “finger” to their “pleasure yourself” clearly printed on the label. While the taste has gotten rave reviews, I think the packaging is a turnoff to many, including me. And that’s saying a lot since I’m an admitted chocoholic.
I hope no one else is planning to introduce new products, services or websites aimed at attracting women with pink or other out-of-date practices. Today’s women are highly educated, savvy shoppers, confident businesswomen and chief purchasing agents for their families. They spend $.85 of every dollar, accounting for $2 trillion annually. Women are not a niche market, but the most important consumer to the continuing success for more than 95% of all businesses.
Think when planning your next product or campaign, but not in Pink!
I am amazed that we are now banning pink. What about all those pink breast cancer appliances — even ovens, m&m’s, ribbons, shirts and so on that appear on the shelves every racing and women’s history and health months?
And why are we talking about this in such a negative context? Why not let the marketers know our displeasure and what we would purchase? Why not be proactive (not anti-active) in clearing the aisles of products that add clutter and noise to our shopping routine?
Today’s women *are* as you point out, educated and confident. Yesterday’s women were also, even if not formally educated. Certainly, over the generations of American women, we have always been the chief purchasing agents for family needs, even when accompanied to the store by husbands.
I do agree we are not a niche as women. We are a niche in our likes, dislikes, needs, dollars to spend, methodologies, size and approach to the world. Good marketing and research departments will market to the niche and not to the whole.
As Seth Godin notes in his “The Dip,” , blog: “If you can become number one in your niche, you’ll get more than your fair share of profits, glory, and long-term security.” Maybe Mars and Dell did their research and we are not their niche.
Why are we talking about this? To carve our own niche. More power to those doing that. In the meantime, if it offends you, filter it out, don’t read it, don’t buy it. Let the market forces work. Just say no.
Gerry, I agree with you on the packaging of this Mars product - Fling. I feel that our daughters will miss the fact that this need not be associated with a sexual pleasure to appeal to women to eat chocolate. And it is not necessary to wrap it in pink for me to decide I want to eat it. The word Fling suggests promiscuity or relationship infidelity. Why? Is this a ploy to grab you with the “shock factor” to get you to pass up the other brands? Okay, so that is their way to market this chocolate then yes, we can pass on it, but I think we have an obligation to let them know how we feel about it.
Mars North America
100 International Drive
Mount Olive, NJ 07828
Tel:+1 973 691 3536 [Media], +1 800 627 7852 [Consumers]
Fax:+1 973 691 3829
Our brandsSnackfood
MALTESERS®, MARS®, TWIX®, M&M’S®, SKITTLES®, SNICKERS®, BOUNTY®, FLING®, PODS®, MILKY WAY®, STARBURST®
Petcare (Wanganui)
DINE®, PEDIGREE®, MY DOG®, WHISKAS®, SCHMACKOS®, OPTIMUM®, ADVANCE®
Food
DOLMIO®, KAN TONG®, UNCLE BEN’S®, MASTERFOODS®
Seems you can only buy a Fling in CA.
Looks like the are going after the teen group, girls that want to watch their weight and the Jewish community. I guess they are not buying M & M’s, Snickers, Skittles, Starburst and Twix.
http://www.flingchocolate.com/about.htm
http://www.flingchocolate.com/faq.htm