Men vs. Women: BILD BOY vs. BILD GIRL (Round 2)

Germany´s biggest tabloid paper “Bild” came up with a significant change of its cover page in June 2009. People called it a “naked revolution” or even a “cultural shock”. What it was?

Instead of naked females in form of “Bild Girls” an attractive man was presented to the readers on the title page: Alexander, the first “Bild Boy” in the history of the paper.

Bild Boy

Bild Boy Alexander

versus various Bild Girls

versus various Bild Girls

After huge turmoils and discussions of ambitious Bild readers, the newspaper started a survey amongst their audiences whether the Bild Boy should remain on the title or not. According to almost 50,000 readers participated in the poll. The result: 54 per cent voted for him. With only a very small majority the readers decided, that once a week Boys instead of Girls are shown on the title page.

Regarding Coca Cola´s gender specific communication strategy (‘Coca-Cola Zero’ for the boys and ‘diet Coke’ for females) do you think the Bild Zeitung´s new “equality” plan was  desired/overdue or completely redundant?



Filed under Communications, Marketing, PR

3 responses to “Men vs. Women: BILD BOY vs. BILD GIRL (Round 2)

  1. Sunny

    Obviously, I like the Bild Girls better than Alexander. Anyway the equalization of Sex Sells in PR/Adverising is an important issue.
    In the last years we (men) were more and more put under pressure regarding women´s new power.

    I can imagine that in the future women will dominate the market and its products as they are more frequent costumers than males. Just think about groceries and shoes:-)… So, it will be necessary to develop female Sex Sells campaigns.

  2. Vivian Lepart

    The Bild revolution was over over over due.
    I agree with Sunny. Women are gaining ground!!!
    Coca Cola did good in developing two different strategies for men and women. It´s a major point of PR to adress the right target group with a suitable message.

    I can remember a Nike Campaign for women aswell, which was very impressive. But I don´t know the exact product. Can anyone help me here?

  3. Hello my family member! I want to say that this post is amazing, nice written and come with almost all important infos. I’d like to peer extra posts like this .

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