Pink Think in Russia
According to an article by Michael Schwirtz in the New York Times (3.30.08), Russia is seeing a surge of marketing to women with a variety of products, often using the color pink or stereotypical messaging to get attention. Schwirtz reports specifically on a Russian vodka brand - Damskaya - but he also points out that this new marketing approach seems be evidence of a larger trend:
“With an infusion of new wealth, women have gained financial independence unheard of during Soviet times and the economic chaos that followed. The English word ’shopping’ has entered the Russian lexicon to mean a recreational activity often associated with women, many of whom are increasingly seeking products tailored specifically to suit feminine tastes.”
Notwithstanding the title of my book (Don’t Think Pink), which was written a few years ago for an audience that should have been past it, pink thinking in Russia circa 2008 is as it should be. And, considering how far they have come - it’s very exciting.
“Pink” and “for women” do have use, especially for cultures (as in Russia) that are new to - or new to paying attention to - the buying power of female consumers. Just as there was a point when this sort of marketing to women along pink lines was also very necessary in the U.S., so too some fuss needs to be made - and some neon signage needs to proclaim: “Look over here. This product is actually for you!” Twenty or so years from now, Russian women will simply expect most goods and services to be relevant to them - as American women do today. By then pink or flirty/girly language won’t be needed to get their attention.
Now, about men who might be jealous of all the attention women are getting in the Russian economy or “revolution in Rose,” as Schwirtz so cleverly puts it,
“…the Russian affiliate of Nestle has come up with a consolation prize: a chocolate bar called simply ‘For Men.’”
Can Blue Think be far behind?
