Using women to sell things to straight men is a tactic that’s used by many a clueless marketing team. Tech companies are overrepresented in this area I think. Remember MSI and their booth babe contest? ASUS had their boot babe moment too. Dell did a very good job of making their Denmark event an unwelcoming place for women. I can see the logic behind using non-relevant sex(y women) to attract customers for companies that cater to a traditionally male crowd. Especially if they don’t care about being labeled “assholes”, like a Ryan Air of equality of sorts.
What I can’t see is the logic for a company like Sailfish, that make wetsuits – traditionally used by a more athletic crowd, interested in performance – to use the sexist tactic. Look at these ads that Jonas Lejon found in their product catalog. Men are obviously “fast” in their suits, while women are “sexy”. Because, you know, women wear wetsuits to be sexy and not for any other reason like being warm, fast, agile or comfortable.
If you want to know whether women can be fast too, why don’t you click here and help me ask Sailfish on Twitter?
Hat tip to Jonas for putting this online in the first place, and letting me use the images.