Her Voice Blog

    Using Creative Characters in Advertising and Marketing to Women

    Monday, Sep 20, 2010 Kelly Fletcher

    What do Mr. Clean, the Energizer Bunny and Mrs. Butterworth have in common? It's more than the fact that they are iconic American brands. The reason that these brands are considered icons is the way they've been woven into the experience of America. According to a couple of recent studies (one published in the Journal of Marketing), this type of staying power is in part thanks to the way that these companies have anthropomorphized their brands. One study found that the brands which assign human characteristics to nonhuman products may appeal more to female consumers than male consumers (Wang, Baker, and Wakefield 2007). It's no coincidence that female consumers are the main ones making purchasing decisions regarding cleaning supplies, groceries and other household items.

    One example of this can be seen in our recent "Love the Penis, Kill the Sperm" campaign for Conceptrol, a vaginal contraceptive gel from Revive Personal Products. Once viewed as something outdated that "your grandma might have used," spermicide has now come into the forefront of birth control methods. One of the most effective contraceptives you can buy without a prescription, Conceptrolis free of hormones and can be used alone or in conjuction with condoms.

    Topics:
    Kelly Fletcher, interactive media, public relations, Her Views, FletcherPR, Marketing to Women, Revive Personal Products, campaign, PR, Conceptrol

    Her Voice

    The Fletcher Blog

    This is Her Voice, the Fletcher blog. Here you can find posts about marketing, public relations, recent news and other marketing-related topics. Our blog is written to help inform, advise and analyze.

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