Have you ever come across an ad and wondered/questioned why? Sometimes, I feel certain ads are shown the way they are shown just to capture consumer attention. But, do the advertisers never look to the left, right, front, back and center while coming up with such ads? I mean being focussed on a marketing objective is one thing, but coming up with just anything and calling it creative in order to capture eye balls doesn't seem so correct!
While surfing through the Yahoo! News page, I came across an article on the new milk (Fairlife) campaign by Coke. The headline of the article reads, "Pin-up Girls are selling milk now in sexist new ad campaign". While the article does talk about the sexism in ads, it does make use of offensive word (pin-up girls). On one hand, while the author is trying to sound sensible enough in the article, her use of such sexist words give the readers a mixed impression of the author's intent.
As per the article, the extremely "sexist" advertising campaign for Coca Cola's high end milk, which got released yesterday (December 1, 2014) has already received some flaky response for featuring 'naked pin-up girls' dripping in milk. The part of the campaign that is worse are the extremely demeaning slogans, which read, "Drink what she's wearing", "More good, looks good" and "Better milk looks good on you". But, instead of focusing on this aspect of advertising, author describes how these models rocking the liquid dressed were shot and so on, when the important thing for her would have been to create awareness, make a point, and reach out to the world via this article and tell people why this form of role portrayal is so wrong!
Coming back to the ad, my point is images of women dressing like this or posing like this isn't new. But, is there really a need to "sexify" something as basic as MILK? With USP of this brand being a "premium high protein, low sugar, lactose-free milk", does it really need to objectify women especially with slogans like these? The brand could have played with its high protein, low sugar USP and created something really creative yet not sexist. Also, do men not need to drink milk? If that is not the case, is the brand not giving out a wrong message? Is it not cutting down on one of its important targets completely? Is the ad created with women models just to entice/appeal to males without having them to drink it?
Advertisers really need to leave this hyper-sexualized approach to their ads and come up with something more substantial, something more heavy on content. By no chance do I feel that anybody would be really inclined on buying this brand of milk just by looking at these "sexist" ads and billboards. The creative surely creates noise and shall be shared extensively on social media but I do not see people being able to relate to such a campaign at all. Consumers are no longer fools and Coke cannot make them (especially men) believe in these sexualized creative copies.
Coke, being such a huge brand could have surely come up with something more meaningful and relevant than women dripping in milk posing like Marilyn Monroe. Consumers are no fools, Coke!
While surfing through the Yahoo! News page, I came across an article on the new milk (Fairlife) campaign by Coke. The headline of the article reads, "Pin-up Girls are selling milk now in sexist new ad campaign". While the article does talk about the sexism in ads, it does make use of offensive word (pin-up girls). On one hand, while the author is trying to sound sensible enough in the article, her use of such sexist words give the readers a mixed impression of the author's intent.
As per the article, the extremely "sexist" advertising campaign for Coca Cola's high end milk, which got released yesterday (December 1, 2014) has already received some flaky response for featuring 'naked pin-up girls' dripping in milk. The part of the campaign that is worse are the extremely demeaning slogans, which read, "Drink what she's wearing", "More good, looks good" and "Better milk looks good on you". But, instead of focusing on this aspect of advertising, author describes how these models rocking the liquid dressed were shot and so on, when the important thing for her would have been to create awareness, make a point, and reach out to the world via this article and tell people why this form of role portrayal is so wrong!
Coming back to the ad, my point is images of women dressing like this or posing like this isn't new. But, is there really a need to "sexify" something as basic as MILK? With USP of this brand being a "premium high protein, low sugar, lactose-free milk", does it really need to objectify women especially with slogans like these? The brand could have played with its high protein, low sugar USP and created something really creative yet not sexist. Also, do men not need to drink milk? If that is not the case, is the brand not giving out a wrong message? Is it not cutting down on one of its important targets completely? Is the ad created with women models just to entice/appeal to males without having them to drink it?
Advertisers really need to leave this hyper-sexualized approach to their ads and come up with something more substantial, something more heavy on content. By no chance do I feel that anybody would be really inclined on buying this brand of milk just by looking at these "sexist" ads and billboards. The creative surely creates noise and shall be shared extensively on social media but I do not see people being able to relate to such a campaign at all. Consumers are no longer fools and Coke cannot make them (especially men) believe in these sexualized creative copies.
Coke, being such a huge brand could have surely come up with something more meaningful and relevant than women dripping in milk posing like Marilyn Monroe. Consumers are no fools, Coke!
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