While recently touring in Russia, my son picked up these two chocolate bars — a dazed baby and the Nestle For Men bars. My wife and I tried both milk chocolate bars, but the name ”For Men” really is crazy; why only for men, does it have testosterone as an ingredient . . .?
After a brief search online, I found this translated write-up about the campaign: “...The idea of this product creation, intended only for men, is based on deep understanding of a modern man psychology. ‘The role of woman in a society is more and more increasing. A distinction between a woman and a man is gradually drawn. So much the men would like to have things, which will belong only to them. Considering this need, Nestle company developed a key idea of ‘untouchable man’s property,’ which was laid in the basis of Nestle Classic for Men strategic concept,’ Aleksandra Tarasinkevich, senior manager of trademarks of confectionery products department of Nestle company says... No tears, no sentiments... Men are not such as women, therefore they like everything big, weighty, and brutal that will not be lost [in the] palm [of their hand].”
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| The label open and flat. |
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| The no-women symbol enlarged from the label. |
Thank goodness this sexist campaign, with its poor attempt at humor, wouldn’t be shown in the United States. But this is a very much appreciated eye-opening world culture lesson in marketing in Russia!
