Not for girls

And speaking of sex-segregated branding, a friend on Facebook alerted me to the story of the Yorkie chocolate bar.

yorkie not for girls


In case we don’t understand the words or don’t know how to read, there’s also a stick figure with a skirt and a purse, with a line through her forbidden self. NO GIRLS.

Brilliant marketing, isn’t it, telling half your market NOT FOR YOU.

The Yorkie bar is famous in the UK for its former tag line: “It’s not for girls.” Nestlé first launched the slogans “Don’t feed the birds,” “Not available in pink,” and “King size not queen size” in 2002, but the bar has always been targeted at men ever since its inception.

Ahahaha – don’t you love the quirky British sense of humor? So sophisticated, so ironic, so hilarious.

It’s odd, though, that they didn’t think to say it’s only for WHITES. Wouldn’t that have been even more sophisticated and ironic?

No, I’m just pretending to think that. Of course they didn’t think to say that, because it would have been outrageous. But to say it about women? That’s just quirky laddish humor.

Then in 2002, Nestlé owned Yorkie launched the aggressively macho campaign: "It's not for girls."

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