Social media has its own positives and sometimes many challenges as well. However, what does happen in the age of internet, is a two-way communication between brands and their consumers. How much should one’s personal opinion matter to a brand, is something only their marketing heads can decide, basis their product placement. Although, falling for a popular opinion just because it looks ‘modern’ should not be the reason to amend your marketing creatives.
One such communication took place between a customer and the marketing head of Scotch-Brite.
Karthik Srinivasan, a communications strategy consultant, recently took to LinkedIn to call out Scotch-Brite for their logo that, which in his opinion, stereotypes gender roles. Atul Mathur, Head of Marketing – Consumer Business at 3M India, Scotch-Brite’s parent company, was prompt to revert to Karthik and here are the details for the same.
In the post written by Karthik, he said,
Pushpanjali Banerji recently shared with me a photo of a pack of Scotch-Brite and after I noticed what she pointed to, I couldn’t unsee it!. The logo has the vector image of a woman with a bindi!
Srinivasan also stated that he looked into all other products from the company and happened to notice that they too carried the same vector image. He quoted,
While a lint roller does not carry this, other products like scrub pad/sponge, sink brush, broom, bathroom wipe, stainless steel scrub, toilet brush do carry it.
In 2020, such gender markers seem awkward and out of place. I sure hope the good folks at 3M take note of this legacy logo and update it.
Here is the post in detail:
His post got shared on LinkedIn and people too shared their opinions. Mathur came back with his response thanking Srinivasan for his “insightful comment.” Mathur wrote,
You have correctly surmised that this is a legacy vector, and that it is undoubtedly time to move on from regressive beliefs. Recognising this, we started down the road to drive behavioural change externally.
However, Mathur also pointed out how they also produced an Ad from a series by the company called ‘Ghar Sabka, Toh Kaam Bhi Sabhi Ka?’ He concluded his post by writing,
At the same time we also began to work internally on changing the brand vector. I am pleased to inform you that you will see the logo change a few months down the line.
Many applauded Srinivasan for bringing forth the issue, and others lauded Mathur for his prompt reply and also on the company’s stand.
Both Srinivasan’s post and Mathur’s reply received tons of appreciative comments from people. While some applauded Srinivasan for bringing forth the issue, others lauded Mathur for his prompt reply and also on the company’s stand.
- Firstly, we do not understand how using a bindi, a symbol of an Indian woman, is regressive for any brand
- Most women in India wear coloured dot, almost on a daily basis and this is a personal choice – remember its ‘her choice’
- Secondly, it is absolutely a brand’s perspective how to address feedback received from their consumers
- We understand feminism or even fake outrage using Gender debates sell best today
- Its fair that we do not want to showcase only the women doing household chores
- But then have we ever seen any feminist extremist calling out those regressive and authoritative Insurance Ads where they project only the husband as the sole provider?
- There are Ads which portray wives shouting and abusing their dead husbands for not taking term insurance
- We cannot demand privileged equality and look the other way when women are happily thrashing, mocking men in most Ads that stereotype a henpecked man