Collective Individuality
Collective Individuality
Elizabeth Fuhrman
Managing Editor
In putting together the gender-specific marketing
article this month (page 36), I found the data on whether brands are moving
toward a more gender-neutral positing or not from London-based Business
Insights’ Gender Marketing Survey to be the most informative.
In February 2005, Business Insights surveyed industry
executives in food and drinks across Europe, Asia and North America. The
number of executives, who felt brands were moving to a more gender-neutral
position compared to gender-specific, were very similar – about 54
percent to 48 percent, respectively. Executives were clear, however, that
gender marketing was less important for targeting consumers than age,
lifestyle and socio-economic status.
This information fits together nicely with one of
London-based Datamonitor’s mega-trends from its Global Consumer
Trends Report: Gender Complexity – the feminization of society and
men. The increasing economic wealth of women; men taking on a more active
role in parenting; “mextrosexuality” among men – i.e.
it’s OK to come off more feminine – and the fact that younger
generations are far more likely to possess egalitarian values regarding
women’s roles than their parents all factor into this trend.
But hey, sometimes society’s evolution brings
counter-revolution trends as in Datamonitor’s counter-trend: gender
as identity. This is where some consumers are embracing aspects of their
traditional gender roles more so than before.
This research shows that while populations can be
lumped into large groups – as in this most basic example, male or
female – consumers’ gender, possibly sub-consciously or
intentionally, may factor into their beverage purchases, but other factors
are definitely weighing in to create their individuality.
Arena football sponsorship
Amino Vital, New York, has signed on as the Official
Sports Supplement of the Chicago Rush for the 2006 Arena Football season.
The agreement makes it the second time that Amino Vital has partnered with
an AFL team, having reached a sponsorship agreement with the Las Vegas
Gladiators earlier this year.
Hard Rockin’ Country
This fall, Hard Rock International featured its newest
rock ‘n’ roll beverage experience, “Hard Rockin’
Country,” at 46 Hard Rock Cafe locations across the United States.
Customers had the chance to win Brad Paisley’s “Time Well
Wasted” sampler CD and enjoy featured beverages such as Hard
Rock’s signature “Time Well Wasted” South Beach Cooler.
Paisley also performed for a packed lunch crowd at the Hard Rock Cafe Los
Angeles.
Gift vodka
Castle Brand’s Boru
Vodka has been named the Official Vodka of the Country Music Association
Awards Celebrity Gift Suites at the 39th Annual CMA Awards on Nov. 15.
Boru, a premium vodka from Ireland, will be the exclusive vodka of the CMA
celebrity gift suites. Every CMA guest will be escorted to the Boru Vodka
area where they will have a photo opportunity, sample cocktails and have a
chance to ask question about Boru Vodka. Guests
also will receive Boru Vodka delivered directly to their homes.
Back on their feet
The Gipson family of East
New Orleans is now on their way to independence once again following
Hurricane Katrina, thanks to SleeveCo Inc., Dawnsonville, Ga. The company
offered the family complete support for the next four months. This includes
housing, employment and all of the necessities of life. Employees of
SleeveCo have assisted by helping the family with various processes
involved in starting anew, such as collecting furniture, moving in, school
registrations, healthcare, applications for replacement, babysitting and
much-needed TLC. The family with children ages ranging from 9 to 3 has
settled into their new home. The children have begun school, and Terrance
Gipson, the father, began his job with SleeveCo
in September, with his wife, Angel, beginning her new job at a local
retailer as well.
Kentucky legend
Jim Beam Brands unveiled a life-size bronze statue of
the late Booker Noe, Jim Beam Brands master distiller. Celebrating more
than 50 years of service to the bourbon industry, the statue honors the
sixth-generation Beam family distiller. The statue of Noe and his favorite
canine, Dot, will sit on the Clermont, Ky., distillery grounds.
Winner’s circle
With a victory at Richmond International Speedway in
Norwalk, Conn., Crown Royal, sponsor of Kurt Busch and No. 97 Roush Racing
Ford Taurus, became the first spirit brand to win a NASCAR Nextel Cup race
since the sport announced that spirits companies would be allowed to
participate as team sponsors. Crown Royal’s motorsports marketing
plan includes primary sponsorship of the No. 97 car at seven races during
the 2005 season, including the Allstate 4000 at the Brickyard. When Crown
Royal is not a primary sponsor, the brand supports Busch as an associate
sponsor of the No. 97 car throughout the season.
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