Package Your Products for Thunder Thigh Women - Big Butts Too
Wake up women (and you men too). I think we are seeing light at the end of the tunnel. Madison Avenue is getting real about advertising campaigns for women. Following the unparalleled success of Dove line of personal-care products sold by Unilever, the company introduced what it calls a "campaign for real beauty." I predict others will follow suit.
This week Nike unveiled a campaign using women with big butts and thunder thighs -- no kidding! Why? It is because that image represents the majority on the US female populace. (FYI, the average size woman is a size 14-16, not a 0.)
Remember when I told you that women aren't influenced by celebrity endorsements on the product package. Well, they are influenced by real women who they can relate to. They are not impressed by the thin, waif-like creatures that have been purported to represent the average female consumer. Nor are they in awe of the horse like runway models seen in TV commercials clunking down the stage.
Two drivers impacting this change include the fact that women are the primary purchasers of products and that women over 50 are finally being recognized as a significant purchasing demographic.
How well do you understand the needs and wants of these two target groups? Do you want to sell more products and connect with consumers though your product packaging?
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Every day a new issue related to packaging such as food security is in the forefront of the news? JoAnn Hines The Packaging Diva knows what business needs to know about packaging.How has Walmart impacted the packaging industry? (The Diva knows.)What is the fastest growing consumer segment for product packaging? (The Diva knows.)Will new products on the horizon change the way we shop and eat? (The Diva knows.)How can packaging protect us from an act of terrorism? (The Diva knows.)
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