Apparently, women deserve their own special car. One that reflects what being a modern, sophisticated city woman is all about. Lucky for us, Seat, S.A., a Spanish automotive company partnered with Cosmopolitan and was able to do just that, but in the worst way possible.
The SEAT Mii by Cosmopolitan has an array of features that may be useful, but the way they were advertised and marketed is insulting to women everywhere. Having “eyeliner-shaped lights” and bejeweled wheels is unnecessary. Highlighting the rear-view cameras to help with parking and a hook for handbags, it makes me wonder if Cosmopolitan has any idea what women are like today. Although women make 85% of car buying decisions, it doesn’t mean they want an overly “feminine” car. If this doesn’t remind you of the whole Bic For Her pen thing…
I understand that most of these features are useful, but don’t set women back or insult them by saying that they need something easy to drive and park, or having it as a tool for “last-minute wardrobe changes, dramatic gossip sessions and emergency lunch-hour kips.” (Whatever a “kip” is?)
Cosmopolitan has apologized for inadvertently offending the 3.5 billion women in the world and states that they had designed the car mainly for Cosmo readers.
It goes to show that you may have a good product that has useful benefits and features, but if you advertise in a seemingly insulting way you can give yourself and your company a lot of grief. I would have advertised it like a regular car and let the female customers rave about the feminine features.
Tell us your ideas about this car or how you would have advertised it!