The market for chocolate is extremely large and growing, with a projected $98.3 billion dollars in global sales for 2016, leaving chocolate companies in a competition for dominance (Omar). In today’s society, chocolate bars are often considered delicacies to be consumed as a tool of escape and pleasure, helping to increase chocolate’s popularity. Often individuals claim that their consumption of chocolate comes from an insatiable craving (Benton). In a Canadian study, around 97% of women, compared to 68% of men, reported cravings for chocolate either as a source of distraction from everyday life or as a result of weakness stemming from emotional distress (Benton). Most chocolate companies advertise their products to a female audience as a way to capitalize on the stereotypical belief that women are more helpless to the allure of chocolate than men, allowing Yorkie to take the opposite approach and target the male segment of society with advertisements that promote traditional gender stereotypes of female inadequacy and weakness.
The following video shows women giving into their guilty pleasures, or insatiable cravings of chocolate, while promoting the idea that these cravings are ‘only human’ as they are intrinsic to females across the globe. While the narrator admits that women try to be perfect, she concedes that they also need to “cut themselves some slack” and give into the temptation of chocolate from time to time.
While many chocolate advertisements strive to utilize the common female chocolate craving, Yorkie, a British chocolate bar founded in 1976 and owned by Nestle, chose to approach chocolate advertising in a unique manner (“Yorkie”). While the Yorkie was originally championed as “the chunkier alternative to the slimmed down Dairy Milk bars,” beginning in 2001, the company began to target a solely male consumer base through the use of print ads barring women from their product (Omar). In the advertisement provided to the right, Yorkie features their chocolate bar covered in blue, a traditionally male color, with bold, yellow and uppercase lettering. This lettering, both in the brand name and in the wording surrounding, symbolizes the robustness of the brand and the power associated with eating the product. It also serves as a warning for women to not approach the candy. The statement, “DO NOT FEED THE BIRDS” perpetuates the long-standing stereotype of feebleness in women compared to men, while “SAVE YOUR MONEY FOR DRIVING LESSONS” serves to invalidate female ability and agency. The O of the Yorkie and the tagline beneath serve to reveal that the candy bar is “NOT FOR GIRLS,” providing proof that only ‘strong men’ can handle eating the product. Each element of the packaging and wording serves to alienate the chocolate product from the female consumer in an attempt to make men comfortable with consuming chocolate themselves. It feeds the masculine stereotype that men want to be perceived as tougher and stronger than their female counterpart.
Our ad seeks to remove the overt messages banning female consumption of the Yorkie, while still allowing the Yorkie brand to cater to the male segment of the chocolate market. Thus our ad still maintains the blue wrapping of the bar and the bold, yellow lettering. On the other hand, the ad we have created seeks to dispel the need for sexism to sell a product. By using the phrase, “DO NOT FEED THE SEXISM” our ad encourages both men and women to purchase a product that does not ostracize 50 percent of the global population. In the new ad, the tagline, “It’s for everyone” opens the consumer base up to the women of the world. Additionally, the phrase, “SPEND YOUR MONEY HOW YOU WANT” embraces the western ideals of choice and individuality that are important to both men and women alike. This phrase also speaks to the male working class population that the Yorkie was originally intended for (Omar). Previous to the sexist ads employed today, commercial segments for the brand featured truck drivers enjoying a moment in their busy schedules with the candy bar (Omar).
While Yorkie’s advertising campaign may seem shocking, the ads have stood the test of time for the past fourteen years. In fact, research shows that Yorkie sales increased by 30% just 12 weeks following the launch of the campaign in 2001 (Omar). In many ways, women are left to choose between two extremes in regard to the ads. While some women may laugh at the ads, they could be construed as buying into sexism (Mills). On the other hand, if women are offended by Yorkie’s ads, they may be seen as humorless and cynical (Mills). The real problem with the campaign is that the attempts at humor fail due to gender inequality. The fact remains that men and women are not considered equal in society, as seen by the wage gap, causing Yorkie advertisements to leave a sour taste in many people’s mouths. As Yorkie continues production, those in charge of branding may want to think about re-strategizing their print ads so as to attract more women to their brand, and grow in sales.
Omar, Zain. “How Sexism Increased Sales for Yorkie”. Evidence Based Marketing. 12 June 2011. Web. 9 April 2015.
Mills, Sarah. “Third Wave Feminist Linguistics and the Analysis of Sexism”. Sheffield Hallam University. n.d. Web. 9 April 2015.
Benton, David. “The Biology and Psychology of Chocolate Craving”. Coffee, Tea, Chocolate and the Brain. Ed. Astrid Nehlig. Boca Raton: CRC Press LLC, 2004. Print.
“Yorkie”. Nestle. n.d. April 9 2015.
DoveChocolateTV. “DOVE Chocolate “Only Human” TV Commercial”. Online Video Clip. YOUTUBE. Youtube, 23 July 2010. Web. 9 April 2015.
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