ADWEEK’s Joan Voight Gets My Take On Gender Trends in Marketing
It all started with an email conversation about beer advertising, and how simply making a “fruity” version wasn’t going to do it for the beer drinking women I knew. Then Joan and I got talking about gender trends in marketing in general, and it got really interesting, - and became a full ADWEEK Q&A interview with me ( AdWeek Q.A Interview With Andrea.10.07 pdf).
Here’s a clip of my answer to Joan’s question about whether products with a core male market could leverage their women’s market to grow the business:
“Let’s go back to beer. A brand goes after its main male audience, but often to get more women to buy its brand it creates a sweet girly beverage, such as Heineken’s new cider beverage. Instead, the main beer brand should seek to convince the 30 percent of females who really like beer to switch their brand. An overtly girly marketing approach just alienates those women.”
