When I initially saw the logo for Nestle’s Yorkie bar (pictured above), I thought it was a joke. While I have seen my fair share of sexist advertising, it seemed unfathomable to me that a chocolate bar whose wrapper had “NOT FOR GIRLS” printed across it was even available on the market. As I did more research, I saw that this packaging was no joke, but rather part of a £3m advertising campaign launched in 2002 that aimed to “reclaim chocolate for men” (Smith and Taylor, 2004). The marketing director of Nestle at the time, Andrew Harrison, said the campaign was planned as a direct response to the “feminine silks and swirls and indulgent images of most confectionery advertising” (Smith and Taylor, 2004).
While it is understandable that Nestle was trying to target male consumers, it is not understandable why these efforts had to be at the expense of women. Additionally, from an economic standpoint it would seem unwise to blatantly exclude 50% of the entire population from a potential market. Thus, Chrissy, Emily, and I aimed to introduce a more inclusive advertisement that puts women back into the equation, not only as a way to combat sexism but also to increase the potential market size of Nestle’s Yorkie Bar.
In order to explain our logic in creating this new advertisement, it would be useful to first explore the Yorkie bar’s history. As explained on Nestle’s UK website, the Yorkie chocolate bar was launched in 1976 to compete with and to provide a chunkier alternative to the slimmed-down Cadbury Dairy Milk bars. According to its nutritional information, the Yorkie Bar shows is almost double the size of average chocolate bar, weighing in at 70 grams and amounting to a whopping 300 calories. Imagery associated with Yorkie bars in early advertising campaigns featured truck drivers as a response to the female-oriented target market for Cadbury Dairy Milk. While chocolate advertising aimed toward women has typically depicted it as a “sexual indulgence” to satisfy a sensual appetite, Yorkie appealed to men by portraying the product as one that satisfied a physical appetite (Badenoch, 2009).
The television advertisement above shows a woman attempting to purchase a Yorkie, but the only way she can do this is by gluing on a fake beard and dressing up as a builder to fool the large male shopkeeper.
The logo, then, attempts to represent the hunger-satisfying, masculine qualities of the Yorkie bar. The big, bold, strong font of “NOT FOR GIRLS” is meant to assert the Yorkie’s dominance over the male market by completing excluding females from trying the product. Aside from its explicit slogan, the logo is blatantly directed to appeal to men, as the marketers turned the ‘o’ in Yorkie into a street-sign image of a woman with a red line across it. Furthermore, by explaining that the bar is not available into pink, the advertisement plays on the stereotype that pink is a color that can only be enjoyed by women and not men. This purposely is meant to discourage women from eating Yorkie bars to firmly cement the product as one exclusively consumed by men.
While we understand that British humor varies greatly from American humor, and that these advertisements were meant to be tongue-in-cheek, it is questionable whether we should laud a product that intentionally excludes others. Thus, Chrissy, Emily, and I created an advertisement to send the message that the large size of the Yorkie bar should not prohibit females from consuming it. In our reinvention of the wrapper, we maintain similar elements of the original so that it is seen as a direct response. Thus, we kept the same large, bold block font but replaced the text with “ANYONE CAN WEAR PINK… AND ANYONE CAN ENJOY A YORKIE.” This destroys the notion that pink is traditionally considered to be a color only enjoyed by women and demonstrates that pink is a color that can be worn by all sexes, just as a Yorkie can be enjoyed by all sexes.
Additionally, we changed the bottom slogan to “Yorkie: Available in ALL Colors” in order to once again illustrate an atmosphere of inclusivity. By alternating the standard bold block lettering along with a flowery cursive font, we hoped to demonstrate that masculine and feminine elements could coincide with each other in harmony. To further reinforce this message, we replaced the image of the crossed-out woman with a male and female holding hands, showing that men and women can enjoy Yorkie bars together. It is our hope that this new advertisement serves as a remedy to sexist advertising on both sides: to the original Yorkie campaign that intentionally excludes women, but also to the traditional, flowery advertising of chocolate products that exclude men.
Badenoch, Alexander, Moss, Sarah (2009). Chocolate: A Global History. Reaktion Books, London, UK.
OFlaherty, Kelly (2008). “Brands make a play for women.” Marketing Week Magazine. http://www.marketingweek.co.uk/brands-make-a-play-for-women/2062654.article.
Smith, P.R., Taylor, J. (2004). Marketing Communications: An Integrated Approach. Kogan Page Publishers, London, UK.