MarCom Professional

Pink it and shrink it

One of my weekly staples is Top Gear and whilst I didn't catch it over the weekend, through the magic that is Sky+ I managed to watch it this morning (skipping the stars in a reasonably priced car). Clarkson and co. reported on the new Fiat Panda Mamy - a car specifically designed for "mums on the move". Why is it designed for mums? Is it the low fuel consumption, the 5-doors, the great safety features ( © every car manufacturer) . Possibly, but in reality Fiat have done what all product development teams (in all industries) do when told, "Design it for women"... ...they turn it pink, or in this case purple (close enough). Last month I had the pleasure of working with Intel ethnographer, Genevieve Bell. What's an ethnographer? Well, in this case, an ethnographer was an eccentric (she won't mind), enthusiastic, well travelled and highly intelligent Aussie. She used the term "pink it and shrink it" - or as it was extended during a media round table, "pink it, shrink it and diamante it". Basically the act of turning a standard product pink, making it a little smaller and marketing it as something for the fairer sex. Genevieve has a unique and very interesting insight into not only what women want out of technology or products and brands as a whole, but also the role that women play in influencing product development. I'm not a mum myself so I can't say for sure what the reaction to the Fiat Panda Mamy will be, but I'm pretty sure it's not exactly what women want!

Also posted on danleach.co.uk