Winners and losers
by Holly Maxwell Bocock
PR Manager, Meteorite
Sheila's Wheels
Founded in 2005, Sheila's Wheels has bravely gone where no other car insurer has gone before. Specifically targeting the women's market with its predominately pink branding and hideously catchy theme tune, there is no denying that Sheila's Wheels is quite irritating. But with the reported 75% awareness figure it is hard to argue Sheila's success. Oh, and did I mention that Shelia's now expanding into home insurance?
Womanly Ways Rating: 7/10.
Nintendo DS
Not content with dousing herself in Chanel No. 5, Nicole Kidman has somewhat surprisingly fronted the Nintendo DS Brain Teaser campaign. Traditionally a market space occupied by teenage boys, Nintendo should be praised for creating a highly stylised ad that doesn't appeal to the usual video-gaming demographic and recognises the power of the female shopper. But are we really expected to believe that this Oscar winning actress actually plays the Ninetendo DS? Pleeeeaaaase.
Womanly Ways Rating: 3/10
Nivea
Pah! Is it just me or is Nivea's latest campaign "Beauty is…" an extremely poor attempt to emulate the success of the infamous Dove 'Real Beauty' campaign? Whilst I wholeheartedly agree with the 'real beauty' principle, and believe it really is an effective way to market to women, do Nivea really think that a mere re-skin is all it takes to capture the women's market?
Womanly Ways Ratings: 2/10
Pink Products
There is no doubt about it; pink products are definitely on the up. Pink telecom devices are definitely one of the most popular pink purchases - with BlackBerry as the latest in a long line of the well known manufacturers wanting a slice of the pink pie. Whilst critics claim that 'pinkifying' products is stereotyping women, there is no denying that pink is in demand.
Womanly Ways Rating: 8/10
Dare Magazine
Up until January, this 18 month old title was sold throughout Superdrug's 912 stores. Then in an extremely brave but clever marketing move, Dare became Britain's first women's monthly to be absolutely free. Distributed every four weeks throughout London's train and tube stations, the woman's title has a circulation of around 750,000. What better way to drive footfall and raise Superdrug's profile in the beauty stakes, than a 100 page glossy magazine crammed full of the latest fashion trends and best beauty tips and buys? In a move that illustrates an understanding of the women's market and when is best to capture their attention (e.g when bored stupid on a tube) we really take our hats off to such a daring title.
Womanly Ways Rating: 9/10
Contact Holly at
newsletter@meteorite.co.uk
