NBCU Brand Index: Women Love Gender Bender Ads

  • February 28, 2011
According to the January data from Women at NBCU's Brand Power Index, brands that embraced the "softer" side of men in their marketing campaigns generated significantly more buzz among women. The best examples of "gender bender" marketing came from the auto industry: Chevrolet jumped 27 spots to #24 on the index for the first time, after the release of it's "Guy's Night Out" commercial, in which a new dad's night out with friends is crashed by his toddler's sing-a-long CD. Kia shot up the index 137 notches to #143 after airing its "Sweet Dreams" spot that put men in touch with innocent childhood fantasies.

Even some of the more female-skewing brands that embraced a softer image of men in their ads saw a positive increase in buzz among women. Minute Maid surged 139 notches, and Sprint climbed seven notches to its spot in the top 25 on the index this month at #23, after airing its commercial about a boy who is dumped by his girlfriend via text.

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