The Yorkie chocolate bar’s infamous “it’s not for girls” advertising campaign, which ran from 2002 to 2012, is now viewed as outdated and unthinkable in today’s marketing landscape. Andrew Harrison, the former marketing director at Nestlé, highlighted how societal attitudes have shifted from what was once considered humorous to a more sensitive approach to gender representation in advertising.
During its decade-long run, the campaign effectively boosted sales among both male and female consumers, despite its controversial premise. The adverts featured humorous scenarios that played on traditional male stereotypes, such as a woman disguising herself to buy a Yorkie. Interestingly, the campaign also included a pink-wrapped version marketed to women, showcasing a complex relationship with gender in advertising.
Critics of the campaign often overlooked that many women found the ads entertaining, and several women were involved in their creation. Harrison pointed out that the campaign was a response to the more overtly sexualised advertising of the 1990s, aiming to reclaim a sense of masculinity in a changing market.
As brands increasingly move away from gender-targeted marketing, the Yorkie campaign serves as a reminder of how quickly societal norms can evolve, prompting brands to rethink their strategies to remain relevant and inclusive in a diverse consumer landscape.
Source: GB News
