In a woman's world – but not mine
I almost exclusively watch T.V. shows online, either on hulu.com or a network’s Web site. I am never at home when shows are typically aired and I like the format of short 30 to 15 second ads rather than 2 minute blocks that interrupt the show you are watching. The commercial that was constantly on was a new advertising spot for Frito Lays’ healthy line of snack food.
This advertising is directed exclusively at women. The segments end with a little flag that says “only in a woman’s world.”
I have to admit when I first saw these commercials I was offended. I think that so often advertisers end up talking at women rather then developing a conversation with them. I also think that advertisers play to the typical stereotypes about men and women. See Stuart’s previous blog post “Men are stupid and women are scheming” here and then watch Webisode 7, where the husband is played as well meaning but stupid and the wife as harried yet indulgent. I don’t see myself in these ads.
And I think that is where my understanding started to fall a part. Because, when I started to delve into the site and watch all the video shorts, look at the games, etc. I disconnected. I could not understand where the brand was coming from. And then I started to analyze myself. I never got into “Sex and the City.” I don’t understand why “Cathy” is still a comic strip. I have not seen “Marley and Me.” My husband and his friends are the social planners and not the wives or girlfriends. When I posted to Facebook/twitter on my personal accounts for the reactions of my friends the feedback all supported what I thought, which of course it would given they are my social circle. Actually a girl friend of mine hit the nail on the head: “lol. Though it doesn’t apply to me…I have different voices in my head.” And that’s when it dawned on me: I am not this brand’s target demographic.
From the poll that was posted through twitter and Facebook, I had a number of respondents and several comments back. Ultimately, I think this campaign is not original enough to get even its target audience to truly back it. Hence the 50% of the votes that went to the “Well I think has some funny parts, I am not sure it works.” It was too “half-baked Sex and the City” as Jake put it. Plus many of the individuals thought it didn’t relate closely enough to the food that it was trying to sell you. Two of my female co-workers missed what the product was.
But this advertiser is savvy. It knows that an older demographic of women are going online. That these women are already on Facebook and playing games like “Which girl are you.” They get the viral aspect of getting your brand out there with the Webisodes, e-cards, desktop images, and a fully branded YouTube page.
The campaign isn’t a slam-dunk, but what is evident is that Frito Lay, more than most brands, is trying to connect in a unique way to its customers and, in this case, to a specific segment of its audience. This campaign is so close that, as I look back, it almost hurts. They get that the target audience is Web savvy women who are interested in connecting with other women. This campaign is trying to be a good brand by being the consumers’ empathetic friend – it practically screams “We want you as a friend and if you want to buy the snacks that would be good too.” The brand isn’t able to quite fulfill its promise of creating a meaningful bond because ultimately the message isn’t able to cross over from trite jokes to a meaningful connection. It’s downfall is that it wasn’t quite willing enough to be a completely original voice; borrowing too heavily from material that comes from other brands and ultimately diluting it’s own.
Would love to hear your feedback on this brand campaign, my opinion or anything else. Check out the Webisodes and everything else that this campaign has to offer at their Web site here.
Written by Stuart
David Day | Associates
About the Author: Stuart is constantly curious and believes conversation matters, for business, people and community. Feel free to join in...