Friday, October 30, 2015

Can Barbie win back the hearts and minds of Moms?



I grew up playing with Barbie.  I never noticed her impossible figure.  But I did notice her career oriented outfits.  Check these out from her 1962 look book...

She could be a nurse,

a flight attendant (called stewardesses in those days),


and even a career woman (ok, girl).

All of which was pretty radical in 1962.

So I'm not exactly sure when Moms turned on her, or even why.  But with a 14% decline in sales in 2014, it would seem that she is on life support. 

Now, Mattel has decided the time is right to try to win back those Moms.  Perhaps it has something to do with the fact that Gen X Moms (36-50) are giving way to Millennial Moms (21-35).

They started their outreach with this 2 minute YouTube video focusing on Barbie's ability to empower.  As of now it has racked up 10.9 million views, and tons of positive press.  You can check it out here...



So, what do you think?  Do you have bad feelings about Barbie?  Why?  Would this change those feelings?  Would you buy one for a girl you know?  Or will you wait to get her Mom's permission?  And, do you think Millennial Moms will be more receptive to Barbie than Gen X Moms? 


Forbes, T. (2015, October 16)  If Barbie Could Talk... mediapost.com.  Retrieved October 29, 2015, from  http://www.mediapost.com/publications/article/260564/if-barbie-could-talk.html?print
 


Friday, October 23, 2015

Is it time for ethnic foods to broaden their reach?



Goya, the largest marketer of Latin foods in the U.S. says yes. 

We've seen plenty of mainstream products reaching out to ethnic niche targets as their population grows.  But the opposite is also true.  As ethnic groups have introduced new foods to the US their appeal for mainstream Americans has grown.  As a result many companies are introducing products with exotic flavors, like Campbell's -- Creamy Poblano & Queso soup.

Now Goya feels we have reached the tipping point, warranting an effort aimed at the non-Hispanic Goya consumer.  Interesting.  (Lukovitz, 2015)

The consumer insight is: I want to be a great cook, but I still have a way to go.

And here's the commercial.









So, what do you think?  Is it smart for Goya to target non-Hispanics?  And what about the consumer insight?  Will it connect with the target on an emotional level?  Does it make you want to buy Goya?


Lukovitz, K. (2015, October 15)  General-Market Goya Campaign Celebrates 'Real Life Chefs'  mediapost.com.  Retrieved October 22, 2015, from
http://www.mediapost.com/publications/article/260341/general-market-goya-campaign-celebrates-real-life.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=87082