What brands do you identify with what colors?
- UPS with Brown
- Coca-cola with Red
- Orange with Home Depot
- Pink with Barbie, Victoria’s Secret and Susan G.Komen
From the market research that drives WEB forward based on hundreds of women across the country speaking freely about their relationship with beer, here’s a vast majority female voice: No Pink For My Beer.
Since we’re a psychographics based company, let’s look at some of the ‘why’ behind this critical marketing element of brand color. Since Pink is already equated with well known visible brands, then there’s no need to pink up beer at all. Why assign beer a stereotypical sexist color when almost everyone simply wants high quality, the flavors they want in a straight forward matter.
This isn’t dismissing authentically done efforts. Just know that because so many brands have pandered using pink to simply attract (they think) women into easy and empty sales, it’s now creates a reverse reaction for many, unless it’s related to the aforementioned brands.
Do companies market ‘men’s beers with baby/blue? I’ve not seen it yet. Using a color to sexualize a product is dangerous. Most can see though it and will run the other way. Fundraisers by groups in relation to breast cancer awareness/cure are perfectly appropriate AND must still be done well.
When women are buying beer, they have a short amount of time on average to make their decision. Would pink be the first beer related color they’d think of? (unlikely) Or would they look for colors related to their favorite beer brands (yes).
Be extremely careful if you choose to assign a color to your brand if it’s only designed to try and attract a particular market. Ultimately it’s what your consumer thinks that matters, not your opinion.
Do goths go for beer with black labels only? Do environmentalists only go for green colored labels? Of course not. Like Part 2: Know Your Market states, you’ve got to truly know what they are about.
Beer, delicious beer as our friends at Ninkasi say, is based on personal flavor preferences and experiences. Don’t shoot your brand in the foot and look like you’re pandering. And good grief don’t disrespect the buyers of 80% of all goods & services (Women).
Alienation is a difficult road to mend. Be true to your brand, whatever colors you choose, and run with it from there.