Ad company explain Yorkie candy bar tagline: "It's Not for Girls"

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http://www.hillandknowlton.co.uk/case_studies_74.html



. . .

Challenged with gaining maximum exposure for the controversial new Yorkie campaign 'It's Not For Girls', we decided that the goal for Yorkie was not only controversy, but also to own the gender debate.

We had to deliver maximum impact quickly as the ads were on air for only a month. A tongue-in-cheek press launch at Stringfellows, hosted by Johnny Vaughn, made most of the nationals on the day the campaign broke and then our sampling caused a stir.

The banning of our 'for men only' sampling teams in Liverpool and Birmingham, kept media interest high. By managing the debate we generated further coverage in the national dailies (including The Sun, The Daily Mail and The Mirror). We thrust Yorkie not just into the centre of a national gender debate - but ensured that the message was loud and clear, Yorkie 'It's not for Girls'. Early results show sales up significantly.

. . .

[Kraklen]

1. LOL

I guess that's pretty clever. Better than "members only" jackets.

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2. It rocks so hard that Hill & Knowlton "owns the gender debate."

Maybe they can get ownership of the entire culture war!

[swag]

3. I read that it's a boring candy bar anyway.

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4. Fuck you, man.

We're the coolest thread!

[bicentennial_baby]

5. Thay taste yucky

I bought one b/c of the slogan (i can't resist doing what i'm told not to), and it was icky.

[neuvocat]

6. Maybe it tastes different for men?

:shrug:

[tjwmason]

7. I agree - far far far too sweet

I'm not a big chocolate eater, but the last Yorkie I had will be my last. It was as though there were great big lumps of pure sugar in it. :puke:

I didn't think that the ad campaign was particularly amusing either.

[noonwitch]

8. I couldn't eat something called a "Yorkie" without thinking about dogs

Specifically, my mom's little dog.