Who would've guessed? You and I have all been beaten over the head with the statistic that women make 80% of all purchases. While I'm not here to debate the stat (although I think it's tired and possibly out of date), I found it interesting that brands are actually finding success in marketing to men.
Years ago I worked on the Norelco account and spent considerable energy trying to get them to move beyond the typical Father's Day Gift banners featuring dancing electric shavers adorned with ribbons and bows.
Norelco was speaking to women who bought razors for husbands and sons. They never bothered to speak to the actual users of the device. That's why it was wonderful to see the fairly edgy site that they boldly launched last year under the Philips brand, www.shaveeverywhere.com.
This week it was declared AdAge's Digital Campaign of the Year.
It seems fairly obvious for a brand to direct it's advertising to the user but missing the obvious is sometimes what happens when you get married to statistics and data. Thumbs up to Norelco. I'd put them on my list if I ever used an electric shaver.