I’m still not caught up on all my RSS feeds, so this Jonathan Kay piece at Quillette is more than a week old, which is why we’re selling it at half-price:
… Coca-Cola doesn’t make you smile. The “Rich Corinthian Leather” that Chrysler used to upholster car seats wasn’t actually from Corinth. And smoking Virginia Slims doesn’t actually mean “You’ve come a long way, baby.” It probably just means you’re going to die of lung cancer.
But misleading as that Personna ad may have been, it had more substance than most modern commercials. At the very least, it purported to extol the actual physical quality of the product being advertised — even if the evidence presented in support of that claim was thin. Coke, Chrysler and Virginia Slims (a 1960s-era spinoff of Benson & Hedges), on the other hand, were selling fairy tales based on happiness, wealth and liberation, respectively.
A close Mad Men-era analogue to Gillette’s new ad would be this Virginia Slims ad from 1967. It starts with a woman in 19th-century clothing, staring mournfully at her feet while a sad tune plays. “It used to be, baby, you had no rights,” intones a male voice saucily. “No right to vote. No right to property. No right to the wage you earned. That was back when you were laced in, hemmed in, and left with not a whole lot to do. That was back when you had to sneak up to the attic if you wanted a cigarette. Smoke in front of a man? Heaven forbid!”
[…]
In some respects, the act of watching that ad is a voyage to a distant land: It’s not just that cigarette ads have been illegal in western countries for decades (the woman actually takes a puff — right there on TV). But the very idea that “women” smoke with a small “feminine hand” also would constitute its own sort of transphobic thoughtcrime. Nevertheless, the basic Madison Avenue impulse behind the ad is recognizable to modern eyes: There’s this cool social trend out there. Let’s present our product as part of that cool trend. In the 1960s, the cool trend was empowering women. A half century later, it’s hectoring men. In the 1960s, being progressive meant expanding the range of permissible behaviour. A half century later, it’s about imposing constraints. In the 1960’s, the puritans were the bad guys. Today, they’re the ones setting the moral agenda.
As a bonus, he also walks you through a Marketing 101 course (at least, the few things you’d remember after taking a Marketing 101 course) in his local store:
At my local Toronto pharmacy, a pack of eight Gillette “Fusion5™ ProShield™” razors goes for $42.14 (all figures in U.S. dollars) — a staggering $5.27 per razor. These are displayed, of course, at eye level, since they provide the highest profit margin. Stoop down to waist level, and you will find a package of three quad-bladed cartridges—in generic packaging, though they provide more or less the same quality shave as the Fusion5 — for just $2.26 per razor. And if you’re willing to go down to ankle level, you can get a 10-pack of “Life” brand twin blades for just 60 cents each. (They’re marked “disposable,” but I often will use the same one for several weeks.) Do the math here, and you’ll see that we are talking about an almost 10-fold difference in price for products that — notwithstanding the many protestations I’m set to receive from hipsters who shave with hand-forged titanium blades stored in sealed alabaster canisters full of ionized gas — do the same basic thing.
This is true for a lot of product categories where there are no real differences between competing products except what the geniuses in the respective corporate marketing departments can conjure up out of their collective vivid imaginations.
