Interesting piece in the LA Times about the Old Spice campaign. It’s good to see some hard numbers here, and also the marketing folks talking about the impetus for the narrative construction and address to women.
I’ve been thinking a lot lately about the gendering of color and language — two things that are extremely important to the marketing of men’s grooming products. My friend Jacqueline posted this link recently and it offers a useful, if brief, look at the power of the color pink. Of most interest might be the historical tracing of the associations. It’s probably not surprising to learn that the alignments between pink/feminine and blue/masculine were constructed, in some part, by and for economic interests.
http://www.salon.com/life/broadsheet/feature/2010/02/22/power_of_pink/index.html
I’ll have more to say on this soon in the context of Gillette’s new campaign.
Filed under: Online
As I mentioned a few weeks ago, I have a post up at In Media Res about manvertising at the Super Bowl.
