No matter you argue about sexism this is one of the best advertising campaigns there is out at the moment, it has everyone discussing it.
It appeals to men because we miss the days of men only golf courses and the man run world sop we like products exclusively targeted at us. As for women it appeals to there more rebel sides wanting even rights so it’s only for men is it?
As for the sexism front my god grow up, I do not hear women complaining about “Diamond Car Insurance” which gives you cheaper insurance just because you are women, and this company is for only women they do not except male clients as for Yorkie which will not reject you because you are female. Why is this not sexist? Because a company aiming for a niche market can set their target audience. “SAGA” is age biased are they? No they are not because they feel that their product aim for the over 60’s or 50’s what ever it is now, so to avoid adverse publicity they only allow this age group. If they allowed younger people then after their holidays they would bad mouth SAGA probably because their holidays are not fun enough, and even those of you with no qualifications in business know that bad reputation is not good.
This all sprung anyway when Yorkie sales flat lined (matured) and then started to slightly slope (decline) so they implemented an extension strategy. It started with some market research first hand interviewing all age groups about their buying habits and Yorkie came very low, first chocolate bars to most peoples minds were the old school Mars and Snickers still. After analysing a surprisingly large percentage of consumers turned out to be male, this was the result from their quantitative research (facts and figures). So from this they got a discussion group together and discussed why Yorkie was brought by such a high p
ercentage of males and the conclusion came that its seen as being chunky, not that smooth a very non-female chocolate bar. This marketing group got together with a way to counter act these years of image building and they came up with this marketing campaign and look how successful its been not only a raise in Yorkie sales but it has its only section on dooyoo you are discussing it.
In fairness to Yorkie they did release a limited edition pink Yorkie bar it was the same as the normal blue one for blokes and it was for girls only.
Well I’ve apparently stereotyped a lot of people and I have not attacked anyone here I’m sure not all women and men think the same, but we are getting to such an age where everyone is so quick to excuse someone of something. The original meaning of sexism or racism or ageism was that someone was less of a person because of these reasons, Yorkie are just saying their product appeals to a male market more, not saying women are any less because of it.

~ Disclaimer ~
I myself am not sexist in anyway and I am for all equal rights and opportunities.

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© David James Clark
DavidJamesClark@hotmail.com
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