No Boys Allowed

Since a commercial for 3 Musketeers candy bars is one of the ones that runs in between turns in Words with Friends, I got to thinking about how all of the recent ads for this particular product have shown women eating the candy, never men. So why is that? Apparently, on a biological level, women really do crave chocolate more than men do, but Snickers commercials use both men and women. So I’m thinking it’s because 3 Musketeers is supposedly low-fat, as shown in the most recent ad campaign by having the bars literally float in the air.

It’s the same way with other low-fat or low-calorie products. Commercials for Special K (the cereal, not the tranquilizer) are always geared toward women, as are a lot of yogurt ads. Okay, I think Jamie Lee Curtis shills Activia to both genders, not to mention the weird rumor that she’s actually both genders herself, but that’s sort of the exception. The implication seems to be that women are always on diets, and always so concerned with body image as to want to eat anything that could potentially help them lose weight. Men, on the other hand, apparently don’t care. There are plenty of products marketed specifically to men, involving such stereotypical guy things as barbecue, power tools, and sports. Funny, because I know plenty of women who are more into these things than I am. Still, while the gender-specific advertising there does bother me, I don’t think it’s quite as offensive, as its stereotypes focus on interests rather than insecurities.

Speaking of 3 Musketeers, did you know that the candy bar originally contained chocolate, vanilla, and strawberry? That’s why there’s that three in the name. They stopped doing that during World War II, though. I have to wonder if it would have been better that way, as I’ve always found 3 Musketeers pretty boring. I’ve noticed that a lot of people don’t particularly care for fruit filling in chocolate bars, though. What isn’t true is that Mars was originally planning a follow-up candy called Man in the Iron Mask, which was coated with a hard shell.

This entry was posted in Advertising, Gender and tagged , , , , , . Bookmark the permalink.

1 Response to No Boys Allowed

  1. Most recently, the 3 Musketeers bar has been advertised in television spots which featured women. The candy bar is promoted as a “Nice, Light Snack” which features “45% less fat” than other chocolate bars.

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