Yorkie has always targeted at men with relatively harmless tongue-in-cheek advertisements. "Yorkie is definitely the chocolate for the British bloke, and it's about time they reclaimed what it is to be a man," reads the strapline on the Yorkie web site. Attempting to gain additional male consumers, it handed out free chocolate samples only to men in UK cities. The strategy, which led to complaints and even physical attacks, was eventually abandoned.
In mid June, however, Nestlé announced a Munchies-brand sponsorship deal with the Great Britain Women's Rugby Team, the 'Lionesses,' which questions taste and gender politics. The brand is supporting the team's five-week tour of Australia for the upcoming International Test Series. The shirts the players will wear as part of the deal are branded not only with the Munchies logo but also with the arguably inflammatory straplines: 'Scoff Me, Nibble Me, You want me, Take me, Munch me, Fancy me.'
Moderator Comment: What do you think of Nestlé Rowntree's Yorkie and Munchies marketing tactics? Would they fly here in the United States?
On behalf of all married males everywhere, secure enough in their masculinity to admit that they are 'fraidy scared of their wives, our profiling of the creators of these campaigns conclude that they are one or more of the following:
- Older adult males still living with their mothers.
- Recently divorced or otherwise dumped males.
- Gay.
- Self-loathing males that enjoy abuse.
- Stark, raving mad.