Magazine article Marketing

POSTERWATCH: Yorkie Extends 'Sexist' Lads-Only Campaign

Magazine article Marketing

POSTERWATCH: Yorkie Extends 'Sexist' Lads-Only Campaign

Article excerpt

Yorkie is supporting its 'Not for Girls' positioning with activity aimed at women as well as men.

Nestle Rowntree's edict that its Yorkie chocolate bar is 'Not for Girls' is burrowing ever deeper into the public psyche with its latest billboard campaign.

The ads take top spot for the back two weeks of April in this month's Posterwatch, with 50% recall. They continue the tongue-in-cheek theme that seeks to deter females from indulging in the chunky chocolate, with TV ads running in addition to two poster executions that appear on mobile and static billboards, panels in both men's and women's washrooms - and 1.5 million beermats.

The print ads carry the lines 'Save your money for driving lessons' and 'Do not feed the birds' alongside the Yorkie strapline 'It's Not for Girls'.

The TV ads will be screened around programmes popular with either men or women, such as Sex and the City and football matches. …

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