Design Small Bottles To Speak To Specified Audience

I never knew that some men equate eating a cupcake as a form of emasculation. I always thought I was being generous when I shared a sweet snack, but I guess not. Bypass learning the cupcake lesson the hard way and brush up on marketing tactics that will enable you to sell your small bottles to a specified audience.

Take the cupcake example above. David Arrick, of Butch Bakery decided the men of the world deserved a cupcake of their own so he added some booze to the cake and threw a bit of bacon on top. Soon men were lining up to buy cupcakes not for their lady loves, but for themselves. It's important to know exactly which characteristics to capitalize on when small bottles aim to inspire a specific group of people. Here are four products that do an exceptional job at marketing small bottles and other products to gender-based audiences.

Deodorant - Deodorants dominate the game of gender-marketing. When it comes to their small bottles of product, deodorants are always packaged with the consumer's attention in mind. Small bottles of deodorant designed for females use subtly bright colors and flowing designs, not to mention a sleek yet curvy shape to catch a lady's eye. Small bottles filled with deodorant for men on the other hand radiate strength and power. Dark colors are often used to imply stability and trust, while sharp corners and a bold body shape give the bottle an edge and energy men are attracted to.

Candy - There's more to packaging candy than you might think. Sure, filling small bottles with tiny pieces seems pretty simple, but wrappers and boxes make things a bit more complicated than that. Take a note from candy bar giants like Dove and Snickers when it comes to gender-targeted marketing. The colorful, loopy, free-feeling appearance of Dove is obviously after the women's vote. Snickers is on the other end of the spectrum, keeping the design simple (brown background) but adding a standout characteristic through the block letters that no doubt command the attention of passing men.

Tools - It's always wise to keep the needs and desires of your consumers in mind no matter what you're selling, even if it's not packaged in small bottles. Take tools for example. Most people carry their tools in a tool box. The standard bulky and durable box radiates a pretty masculine tone, which is why a genius created a more feminine-friendly alternative, the tool bag, sort of like a tote bag and perfect for women.

Drinks - The beverage sector of packaging is varied and immense. From energy drinks or fruit juices for children in small bottles, to larger options, each filled with a carbonated or non-carbonated, sugar-free or sugar-loaded soda, juice or any other type of liquid you can think of. With so many options available, whether the drink should be packaged in small bottles or large bottles isn't the only concern, a detail as small as color can knock a marketing campaign off its target.

I recently read the article "Paint It Black: Dr. Pepper Ten and the Marketing of Masculinity." This piece highlights Cocoa-Cola's introduction of Coke Zero to the shelves. The drink was designed for men in mind, a zero calorie drink that wasn't considered a diet beverage (diet drinks have tested notoriously bad with men). The drink was released in a white can to lackluster results. Coke later rereleased the product in a black can, hoping to better connect with their desired audience, and this time the men bought it.

When decorating small bottles or any other form of packaging, it's helpful to call upon the knowledge of gender-targeted marketing that have been discussed in this piece. The key is to find a balance, a middle point somewhere between aesthetic beauty and specific demographic appeal. Once you find that sweet spot, they will all come running.

By: Kayla Holman

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Small bottles are used by practically everyone for practically everything. Read Kayla Holman's blog and learn how to market small bottles to the right audience.