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.
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 BILD.de 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?