Friday, 5 October 2012

His and Hers Chocolate Bars.... Is It Really Necessary?

I was browsing through the morning's news when I came across this article in the Guardian. It was basically along the lines of the different chocolate products aimed at women and men and how they're marketed differently. There were those sexy '80s adverts for Flake, the chocolate crumbling between glossy, pouting lips against a slinky saxophone backdrop (if you ask me, that advert was just as much aimed at men as at women) and the 'Not For Girls' campaign for Yorkie bars, featuring men in vans and lumberjack shirts. And now, apparently, Cadbury's have just launched Crispello - a cheeky chocolate-filled wafer number aimed at (go on, have a guess) women.

Dairy Milk Bliss... unmistakably aimed at women - but does marketing gender-specific chocolates really work?


So what's the deal with all this gender-specific advertising, and does it really work?

Personally, I'm just as likely to eat a Mars Bar as I am some flimsy chocolate wafer with 100 calories. If I like it, I'll eat it. I'm not seduced by marketing campaigns or pearlesque, pastel-coloured packaging. I wouldn't eat a chocolate bar just because it had less calories than another one - for me, chocolate is a treat and not for every day anyway. So when I eat one, I want to really enjoy it.

We seem to have 'his 'n hers' products everywhere: deoderants (even if they smell the same), cereals, crackers, biscuits. Do we really need it with chocolate, too? Now let's get the kettle on. Mine's the Yorkie. 

Do you find yourself going for chocolates with gender-specific marketing? Do you really think that Yorkie bars shouldn't be eaten by girls? And does it all really matter? Let me know what you think in the comments below...