From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

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Today's consumers don't distinguish between male vs. female

Today's consumers don't distinguish between male vs. female

From the course: Consumer Behavior Trends: Meet the Postmodern Consumer

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Today's consumers don't distinguish between male vs. female

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- [Narrator] To promote it's Dr. Pepper Ten drink, PepsiCo sent a mobile man cave to US cities. The trailer parked in so-called testosterone zones, such as ball fields or car shows, where it gave men a place to watch TV and play video games. The accompanying advertising campaign featured a muscle commando type who totes a space age weapon. "Hey ladies, enjoying the film?" he asks. Of course not because this is our movie and Dr. Pepper Ten is our soda. Gender stereotyping of men and women is a well-worn marketing technique. The ideas that men and women will relate to this version of themselves and, of course, buy the product. So companies rely on these categories relentlessly, even when they no longer may apply to today's reality about how most of us actually feel about our sexuality. That Dr. Pepper campaign actually ran a decade ago. It's hard to imagine running into something similar today. A best-selling book once…

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