Well. That’s about as blatant as it gets, amirite?
I dunno, to be honest I’m kind of pleased that they’re marketing a diet product to men, especially after all the Special K posters I’ve been walking past recently (FOR GIRLS! Because you’re all too fatty fat fat and exercise isn’t ladylike so you have to have cardboard for breakfast)
I think at this point the only way you can make a diet product and get men to buy it is to make it a boys’ club thing, because otherwise they’ll look totally gay for buying a diet drink, which are always marketed to women because women are all total fatties and should worry about it all day every day.
Unlike the products that are “too awesome” for women (see: Yorkie bars), I guess this is sort of a flailing stumble in the right direction? Of course I haven’t actually seen the ad, just read this post, so maybe it is marketed as too awesome for women, in which case fuck you Dr Pepper.
Yeah, that’s what I was thinking. They realized the problem (that losing weight not through rigorous weight-lifting at the gym is thought of being too girly), but they didn’t… do a very good job of trying to rectify the misconception, and instead just used it as a way to sell the product. Doing both would be hard as hell from a marketing standpoint, I’ll admit, but c’mon. We’ve got some pretty disturbingly brilliant minds in advertising. Too bad they never seem to use their powers for good.
I’m not sure what to make of disappointment in advertising. To me, it’s much like hearing the phrase “disenchantment with Wall Street,” or something. You should turn your back on advertising. You may be wasting a lot of time (not to mention embittering yourself) on concerning yourself with having it changed. Turn your back on it and do not feed it. It then starves and is reborn as something else per chance to succeed. It’s not about whether a group likes or dislikes an ad. It’s about whether someone talked about it, and in many cases not even that. All you have to do is see it and they’re satisfied. Turn your back.
EDIT: In other words, women should drink the fuck out of this product to show Pepsico how incredibly stupid they are.
Advertising shouldn’t be beyond (or below) criticism or discussion. Sure, there’s no such thing as bad publicity, but at the same time it’s not a zero-sum game. In fact, it should be dissected the hell out of by the consumer, because only when we turn the subliminal into the conscious can we become aware of our spending habits, and what things prompt us to spend as silly as they might seem when they finally see the light of day. Advertisers want mindless consumerism that doesn’t question what their ads mean beyond “buy me”, and when its rejection, I’m sure they’d rather it be mindless rejection also. Because if we never find out why something didn’t speak to us, then it’s a localized instance, and it remains difficult to apply that thinking to a recognition of a broad pattern of behavior that can then be turned into a social dialogue about what we, as a culture, are really thinking and desiring from the people and world around us.
Having women buy Dr. Pepper as a reactionary backlash is meaningless— because that’ll tell Coca Cola that being offensive works. They’re not interested in why people are buying their product, only that they are. It would be positive reinforcement of something that I’d rather not condone. ;B
(Source: fuckyeahfeminists, via daggerbyte)