So, I’m a guy and I went to buy an aluminum-free deodorant and came across this:
Then I turned the deodorant around to read the back and I found this label:
I can just picture the scene around the conference table at the Tom’s of Maine marketing meeting:
Director of Marketing: Ok people, listen up, especially you guys. We’re having a hard time moving our men’s deodorant. Sales continue to decline, and so I need to hear ideas and solutions!
Larry & Ed, what does our market research tell us?
Larry: Well, on the bright side, we do have the name “Tom” in our brand name, which is considered by 97% of those surveyed to be a sufficiently male name.
Ed: And, when you consider that we have the “Tom’s of Maine” brand name on all of our products, including those for women…
Director of Marketing: Yeah, yeah, yeah. I know, I know. We were founded by a guy name Tom and he’s from Maine. What else positive can you tell me.
Ed & Larry: Um, nothing, sir.
Donna: Director, if I might, the problem isn’t our name on its own. Rather, it has to do with our name in comparison to the names of our competitors. Our research shows that brands with names like “Speed Stick”, “Gillette”, “Right Guard”, “Axe” or “Old Spice” conjure images of tough, edgy, macho men, whereas “Tom’s of Maine” conjures up some hippie guy walking in the woods.
Larry: I’ve got it!
Director of Marketing: Wellllllllllllll?!!
Larry: What do guys love more than anything else?
Director & Ed: Beer?
Larry: RIGHT! So, we put beer in our deodorant…or…um…rather, we put hops in our deodorant. You see, hops smell like beer, a manly smell, so that when men sweat it will seem like they just came from the brewpub, a manly place to hang out, and even though the Wikipedia page on hops says nothing about hops having odor-fighting properties, it does say that hops are used as a natural treatment for anxiety, restlessness, and insomnia, and so guys who wear our deodorant will be so mellow and relaxed that they won’t care!
Director of Marketing: Brilliant!!!
Needless to say, I bought the beer deodorant.
Day 1: Not working very well, but I am craving an ice cold India Pale Ale.