The 'his & hers' ad campaign is upon us

KFC is not an obvious candidate for gender-bending, so we’ll assume that this is a straightforward male vs. female perspective on the same proposition. It makes sense given the wealth of evidence suggesting that men and women are, in fact, different and might have a different perspective on food. Contrast this with the approach of Lynx who, launching their female range, have chosen to stress the shared territory of youthful sexual attraction for their “Unleash the Chaos” TV ad.

This all introduces a really interesting and conceptually simple way of targeting. For example, many grocery brands are now bought by men rather than just “housewives”, but I wonder whether advertising has really kept up with this in anything other than token ways. Yes, advertising might focus on a gender-less product truth or human insight that the brand addresses, but developing comms which address only a predominantly female or male or mono-gender audience must be a compromise.

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