Before You Score - PepsiCo Apparently Decides Women Are Not Their Market
At least the NSFW Sprite ad was a fake, this one is real. If all you made was an energy drink targeting guys the "Before You Score" iPhone app promoting Amp might have made sense. After all, who needs women as customers?
But for a company like PepsiCo that is locked in a never ending battle for market share with Coke in the huge diet drinks market this makes no sense at all. The app divides women in 24 groups and feeds you lines on how "amp up and talk to 24 types [stereotypes] of ladies".
The 24 "women" identified by the app are:
- Aspiring Actress - line: "You're About to be discovered" Strategy suggestion: Fake Movies You Are Casting
- The Artist - line: "You know without arms you'd look just like the Venus De Milo" Plus: Art Movements You Are Starting
- Athlete - line: "How would you fell about tossing the ol' pigskin around"
- Bookworm - line "Were you at my book signing? Kate, right?" Plus: Ideas for Your New Novel
- Businesswoman - line: "You leave me at a loss for buzzwords" Plus: Fake Careers
- Celebrity - line: "I've done a bit of role playing myself" Strategy suggestion: Fake Name Drops
- Cougar - line: "Hello Mrs. Robinson" Plus: Plausible Boy Jobs
- Dancer - line: "You have been dancing through my mind for the last 30 minutes" Helpful info: What's On At The Royal Ballet in London
- Exchange Student - line: "Let's try a little cultural exchange" Plus: Your Favorite Places in Europe
- Goth - line: "When I look at you all I can see is darkness and despair. Can I have your number?' Suggestion: Dreary Quotes
- Indie Girl - line: "Define irony" Backup: Your Favorite Indie Blog
- Married - line: "I remember my first marriage, what a nightmare" Plus: Suggested Alibis She Can Use
- Military Chick - line "I'd like to get caught in your friendly fire" Plus: Military Slang
- Nerd - line: "You are the most beautiful girl, ever see, have I" Plus: Nearby Comic Store Locator
- Out of Your League - hail mary line: "Where's the mens room?"
- Political Girl - democrat line: "Let me tell you about my stimulus plan" republican line: "talk to me or the terrorists win"
- Princess - line: "I'm so rich my driver has a driver" Plus: You're Rich Because Your Grandfather Invented...
- Punk - line: "I'd conform for you" Plus: Punk Rock Primer
- Rebound Girl - line "It must be fate I just broke up with my girlfriend too" Plus: Your Fake Name Is...
- Sorority Girl - line: "So do you intimidate other girls here often" Plus: A Greek Letter Chart
- Treehugger - line: "Im in the market for a hybrid. you plus me." Plus: Your Fake Carbon Footprint Number
- Trouble - line: "you. Me. Vegas. Now" Plus: Why Don't You Have Any Tattoos
- Twins - line: "I think this is love at first sight and second sight" Plus: Ten things You've Always Wondered About Twins
- Women's Studies Major - line: "Why do people say feminists aren't hot" Plus: What is Feminism
We get it, it's a joke, it's almost funny in a sophomore kind of way. We just don't think a company that spends millions ($98 million on Diet Pepsi in 2005) marketing to women really thought this one through.
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Comments
Wowww.
Wowww.
Relax
Stereotypes exist because people do tend to cluster around similar ideas. It's not a bad thing, it's part of who we are as a species. A stereotype is not bad unless you use it to prejudge someone unfairly in a negative way. If you're not being negative and hurtful then we should all be able to look at the stereotypes that apply to ourselves and others around us with a sense of humor.
In this case we have 24 stereotypes of women... and let's be honest: a lot of women do fall into one of these categories. The category does not define who a woman is or restrict her, it just recognizes that we are often more similar to others than different. Why is this negative to women?
It also pokes fun at men as well. In fact, I think men are more the butt of this joke than women. Then again, no one says the app can't be used by a woman who is interested in other women.
Anyhow, I think that if you are offended by this app then you're too easily offended. I expect people to be ok with the idea that I like sex with other men... and it's reasonable for me to not be offended by the fact that most men do obsess with "scoring" with women. It's who we are, let's accept each other and keep our sense of humor.