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Who says you can’t market to all women in just one ad?
Well, I do. Most of the time, anyway.
I’m a strong believer in using the Neighborhoods of Women as a guiding principle in creating your marketing and advertising messages.
One neighborhood per ad, with a laser-like message.
Yet still, there are a few precious examples – as rare as unicorns in Times Square – that achieve the unthinkable.
Take a look at this TV commercial from 2003, for Dutch Boy’s “Twist ‘n Pour” paint:
In 30 seconds, the ad projects persuasive messaging out to all four types of female consumers – sometimes with words, sometimes without.
Regal Queen (spontaneous)
Vibrant colors, a latin-based music track, and fast-cut edits.
(Hey! This painting thing could be fun!)
Healer (humanistic)
A multicultural trio of women, all smiling and moving in sync.
(Yo, girlfriends – painting party this weekend!)
Warrior Princess (competitive)
Script: “Now, there’s a paint CAN that’s as great as the paint that’s in it! Introducing the NEW Twist-‘n-Pour container, only from Dutch Boy.”
(That new container looks like my detergent bottle – why didn’t I think of that?)
Guardian (methodical)
Script: “Easy to hold… Easy to open… Easy to pour. For a Dutch Boy Twist-N-Pour paint retailer near you, visit dutchboy.com.”
(Wow, no muss, no fuss – that’s as efficient as you can get. I need to get more info on their website.)
When Dutch Boy introduced the new “Twist ‘n Pour” container in 2003, it cost $2 more per gallon than their same paint in traditional metal containers.
The paint flew off the shelves. Dutch Boy tripled their revenue in one year.
The ad is a miniature masterpiece – 65 words, powerful imagery, and a soundtrack that sticks in your head.
But don’t try this at home, kids.
Unless you’re an advertising genius, I still recommend one neighborhood – one message – per ad.
What other TV ads have you seen out there that ring the bell like Dutch Boy – that have achieved the elusive goal of marketing to all women at once? Share them here!
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
I love the concept of the twist ‘n pour container, the commercial is peppy, and I agree with your thoughts about marketing to different women audiences, but this commercial still didn’t do much for me as a woman consumer.
For one thing, they can’t fool me into thinking painting is fun, much like cleaning product commercials (in which the promoters try to make cleaning up a spill with a paper towel look amazingly cheery and fulfilling)… but if you’re promoting paint or paper towels, what are you gonna do? It’s a difficult challenge and this commercial was a fair attempt to keep it lively and compelling.
And there is the whole reason for my post. All women don’t respond the same way. You may not think of painting as fun, but I can guarantee you there ARE some women who do. And for a company like a paint company, as you point out Tiffany, to create what they did is a big achievement.