Let’s just say there’s a soft drink out there. Not naming names, but it kinda sounds like Schmoctor Schmepper. Call it Sr. Schmepper for short. So Sr. Schmepper is rolling out a new low-calorie drink, and they’ve decided that the best way to peddle their bubbly sugar water is with an ad campaign that proclaims “It’s not for women” and “No girls allowed”.
Hmm. Why would Dr…errr I mean Sr. Schmepper want to alienate half of their potential consumers right off the bat?
Well it seems they did some research and found that men won’t drink something that is perceived as lacking in the “manly” department, so they went out of their way “to eschew women” in their ad campaign, as the AP puts it.
You might wonder what that looks like. I’ve gathered together a few of the more egregious instances of sexism in the company’s campaign:
Bullets on the packaging (because nothing says “manly” like gratuitous and pointless violence amiright?)
A “men’s only” Facebook page, fully equipped with an application that allows it to exclude women from viewing content (didn’t know there was an app for that).
Facebook games and videos aimed at being “manly” including a shooting gallery (for targeting high heels and lipstick of course) and a “man quiz” with questions on activities like fishing and hunting.
TV commercials featuring “manly” activities like snake battling and laser shooting, and this gem of a voiceover: “Hey ladies. Enjoying the film? Of course not. Because this is our movie and this is our soda…You can keep the romantic comedies and lady drinks. We’re good.” The ads will air on all major networks, FX and ESPN during college football games, of course.