Something as ubiquitous as food shouldn’t be gender specific, right?
Wrong.
Developing your product with your target market in mind is Marketing101, so if you want more women to drink your beer, then you should consider some attributes that women want or identify with. Visual cues (packaging, bottle, colors, smell etc) all play a part, but take care not to stereotype. There is nothing more frustrating than pitching an identical product to women by painting it pink. C’mon, does anyone still fall for that?
If you think that targeting women would make your brand less appealing to men, there are scores of examples whereby smart brands included attributes valued by women, and these attributes have caught the men’s attention too. The key is knowing what attributes to use.
This article gives an insight into the food industry’s product development and subsequent advertising, according to gender.
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