Brantford’s blogpost Bic’s “For Her” Ballpoint Pens was so intriguing that I decided to look for other ridiculous gender-specific products. Primarily it seems as if the main concern that makes gender-specific advertising a huge success- or failure- is the stereotypical consumer behaviors; women like pink and men like beer. As simple as that.

However ludicrous that may seem to some, gender-specific has reached a limit. Chocolate bars.. for her?!

Apparently this chocolate designed for women is the answer to women’s “main concern”; weight. The market research carried out by Cadbury shows that women buy less chocolate in an attempt to be healthier and that ” According to industry research, annual sales of single chocolate bars have fallen by some 6.6 per cent in a market worth approximately £800m a year”.

But just like Brantford pointed out with Bic, is this actually a good business decision for Cadbury? Does gender-specifying products decrease potential profit? With a company as prestigious as Cabury, I believe that the Crispello will actually benefit or not even influence Cadbury at all, since other targets may be reached; women concerned about their overall health. However, wouldn’t it have been easier to simply call the chocolate a ‘low calorie’ chocolate so that both men AND women enjoy the benefits of Crispello whithout the shame of it being a ‘feminine’ product?