I know – a lot has been written about PepsiCo’s genuis idea on Lady Doritos. But, I cannot let this go without putting in my two pence. Also, it’s hard not to react. So, here’s the rant.
Am wondering how this went. There’s this whole capturing the market segment thing – and gender is hot these days. So, the process was probably like so – someone at PepsiCo (I really want to know who) has this bright idea and says – “let’s make heart-shaped chips for women, with pink packaging and rose-petal and lavendar flavour” (awww, how sweet – they should’ve added #wesupportwomen on the pack for good measure). The team then proceeds to pat themselves on the back for the novel idea, makes a quick presentation (no doubt, in pink) and gets several nods from several heads – and viola!, the product is on its way into women’s hearts.
It baffles me how companies like PepsiCo (and Kinder – because they do much the same with their pink and blue chocolates) think. And what they can pass off under the tag of “market survey”. Let me add here my basic problem with this decision – no matter what the survey says (am willing to give the devil its due and believe, if momentarily, that the survey concluded that women like chips that make less noise) the point is this:
You cannot paint all women with the same brush – sure there will be women who’d prefer low crunch chips, but then there may be an equal number of men who would prefer those too. There may be men who would dislike the salt messing their hands too (or those of their children – here’s another idea PepsiCo and I said it first remember – less mess chips for kids). So just make low crunch chips and let those who want to buy them, buy them. Why make this about women? All the product has done is tell women (and little kids who are easily conditioned) that it’s not ok for them to eat making sounds and get their hands messy – not so much for men – loud, crunching sounds emanating from mouths of men are really ok.
I am no MBA and I ain’t done no market survey, but the fact that this product went from an idea to the shelves is simply shocking. On the one hand there’s all this talk about equality and Planet 5050 by 2030, on the other there are so-called progressive organizations that still believe that the best way to sell to women is to paint the product pink and harp on pre-conceived notions of feminity – two parallel worlds.
What’s next? Soups you don’t have to slurp, that magically land in your mouth without sipping sounds?