What do diet soda, strollers, and pink have in common? (hint: not women)
Dr Pepper Ten: Because Men Don’t Drink Diet Soda? [huffingtonpost.com] A new diet soft drink is out and “It’s not for women”. In explicitly marketing the dudeness of the drink, including a definitive guide to social protocol for men known as the Dr Pepper 10 Man’Ments, the ad campagin has apparently been effective at getting both men and women to give it a try.
A Facebook page for the drink contains an application that allows it to exclude women from viewing content, which includes games and videos aimed at being “manly.” For instance, there’s a shooting gallery where you shoot things like high heels and lipstick, for example. There is also a “man quiz” with questions on activities like fishing and hunting. “One topic people never tire of talking or arguing about is differences between men and women, particularly if women are excluded,” said Deborah Mitchell, executive director for the Center for Brand and Product Management at the University of Wisconsin School of Business. “That will always get someone’s attention.”
How To Design “Manly” Household Products For The Involved Dad [fastcodesign.com] ‘More Work for Mother’ comes full circle as designers focus on the domestic dad.
When out in public, even the most rational dad might shun parenting products that make him feel less “manly.” For instance, my friend Chris is a tough-on-the-outside social worker by day, but he also stays at home part-time with his daughter, Sarah. Every time he goes to daycare, the park, or play dates, he has a routine of emptying the entire contents of his wife’s handbag-like diaper bag into his own duffel. “One topic people never tire of talking or arguing about is differences between men and women, particularly if women are excluded,” said Deborah Mitchell, executive director for the Center for Brand and Product Management at the University of Wisconsin School of Business. “That will always get someone’s attention.”
Defend Your Research: The Color Pink Is Bad for Fighting Breast Cancer [harvardbusinessreview] Gendered approaches to marketing and branding may actually have the opposite effect desired, aka rejecting the hypothesis of “So long as it’s pink…”
The finding: Seeing the color pink makes women less likely to think they’ll get breast cancer and less likely to donate to cancer research… In psychology, there’s a lot of literature on defensive responses. How do we deal with threatening ideas, with things that are existentially difficult to comprehend? What happens is, these set off very strong denial mechanisms. By adding all this pink, by asking women to think about gender, you’re triggering that. You’re raising the idea that this is a female thing. It’s pink; it’s for you. You could die. The cues themselves aren’t threatening—it’s just a color! But it connects who you are to the threats