Real men don't eat yogurt. At least not on TV. For years, the product's been sold specifically to female gender.
Now a New Zealand dairy company is hoping to give the food a butch makeover. The brand Fronterra is marketing their extra-hearty version of the breakfast food loaded with nuts, grains and fruits, to the male sector in hopes of reaching a wider audience. "This is a men's yogurt and you are a man," reads the label, in case there was any confusion.
When did yogurt lose it's macho magnetism? In 1977, Dannon employed footage of old Soviet men who've spent their lives eating the breakfast food, in an attempt to reach both men and women. By the '80s, the big demographic was kids and the big mistake was Go-gurt. Ew. But by the end of that decade, yogurt commercials started targeting women. Or "women." As Sarah Haskins of "Target: Women" noted, yogurt is responsible for the funniest female stereotypes on TV today.
Stereotype 1: We're Francophiles. Put an accent on a turd and we'll eat it. At least, this 1986 commercial thinks so. There's still a trace of youth in this ad, but it's not long before the product narrows down it's target audience.
Stereotype 2: We're obsessed with food. No like psychotically obsessed. To the point where we threaten bears made out of icing on cakes behind the counter at supermarkets. Somebody get this woman an injection of Demorol.
Stereotype 3: But we're always on a diet. In part, because it makes great conversation. Who doesn't want to hear about our totally unhealthy, one product, weight-loss plan, minute by minute?
Stereotype 4: We hate sex. We'd much rather eat yogurt. Especially when it's got protein in it. So stop flirting with us hot man in a bed-sheet.
Stereotype 5: We're not funny. Everything's always very serious. Even when we're hanging out with the very awesome Jamie Lee Curtis, all we want to talk about is complications with our B.M.
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