In February 2013, Coca-Cola announced its new creative partnership with the designer Marc Jacobs, who succeeds Karl Lagerfeld and Jean Paul Gaultier. It was in London, Monday, March 11, 2013, that the creator formalized his 3 bottles and cans and their explosive design.
“I feel very privileged and honored to be appointed artistic director of Coca-Cola light in 2013 and to have the opportunity to bring my personal touch to this campaign celebrating the 30th anniversary of the brand. Coca-Cola light is an international icon … and I love the icons! , ” Says Marc Jacobs.
Pernod/TAC (The ABSOLUT Company) Interview
With Karine Lienhard, Regional Director, South & West Europe Brand Development – Pernod/The ABSOLUT Company
Karine Lienhard, Regional Director, South & West Europe Brand Development - Pernod/The ABSOLUT Company
3rd February 2012
Agence L / Womenology Do you see any differences in female purchasing or consumption behaviour in the markets that you’re responsible for?
I manage a dozen markets in Europe and yes we see differences from one market to another.
In the United Kingdom, for example, women’s purchasing behavior is very compulsive, driven by brands’ promotional strategies and innovation.
FEMMES ET VIN DU MONDE Interview
With Régine Le Coz, President and Founder
22nd February 2012
Régine Le Coz President and Founder of Femmes et Vins du monde
Agence L / Womenology
Régine Le Coz, President and Founder of Femmes et Vins du Monde
By way of introduction, could you present your career path so far and “Femmes et Vin du Monde” (Women and Wines of the World)?
Régine Le Coz
I’m a state-registered oenologist and a vineyard consultant. I’ve had quite an eclectic and unusual career path so far because I took the backwards route to become an oenologist. First of all, I created the Mondial du Rosé in 2004, it’s an international rosé wine competition, in collaboration with the Union des Œnologues de France (French Oenologist Union). Then I created other international competitions, tasted exclusively by women, because naively, when I discovered this domain at the age of 32, I believed that only men and priests could work in the world of wine!
So six years ago, we opened the first international competition of world wines tasted by women, with five colleges that represent the whole of the field of wine.
Why women? It didn’t have any feminist aspect, it was just to put some focus on this field that was opening up to women, in order to show the different professions that exist in vineyards and in wine and also to highlight the role of women on an international level.
With Manuel Berquet-Clignet, Marketing Director
23rd November 2011,
Agence L / Womenology What’s the share of female consumers and buyers of your brand?
We have perfect parity between men and women in terms of consumption as a result of the range that we offer (flavours, formats, with sugar, sugar-free, fruits, etc.). On the other hand, it’s a bit more marked in terms of purchasing because 70% of buyers in our product categories are women. Of course, there are also differences depending on the brands and their positioning: Coca-Cola Light has a much more female audience than Coca-Cola Zero for example.
Agence L / Womenology Have you noticed whether this share has changed in recent years?
No, not really. The key choice criteria for drinks are taste and sugar content, and women are particularly sensitive to that. If we take a brand like Fanta, which contains juice (the equivalent of 2 oranges in a 1.5 litre bottle) and which also exists sugar-free, we’ve also been able to appeal to the female market.
Interview with David Garbous, Director of Marketing – Lesieur
January 6th 2012
Agence L / Womenology What proportion of women buy Lesieur products ?
Lesieur is present in two huge markets : oils, which make up 90% of our company, and sauces and condiments. 74% of all consumers are women, and yet this is a figure that is on the decline. The consumer demographic in the oils sector is becoming increasingly male, with more and more men getting involved in the shopping process. In other words, they no longer blindly follow the shopping list they are given, but instead are starting to make their own decisions in choosing products.
Agence L / Womenology Can this be explained by a shift in attitudes ?
It does appear that there has been an evolution in terms of the distribution of tasks, responsibilities and even social structure (17% of households are single-parent led, compared to 6% in 1962). However, there is still a deep-rooted notion that men should cook at the weekend, for friends and special occasions, while women should be relied upon for daily meals.
Interview with Hubert Hémard, Deputy Managing Director at Monoprix
4th November 2011
Agence L / Womenology What is the core target of Monoprix these days? Has this target developed over the last few years?
Monoprix is a working-class store, established in 1932. In the beginning, Monoprix stores were discount stores with clientele from the town centre of the time which was made up of small craftsmen, glaziers, carpenters and light industry. Therefore, Monoprix’s clientele was working class, and the brand came to be. Then this clientele from the town centre gradually became middle class and moved upmarket. Now, the glazier has become a lawyer, the carpenter has become a banker or trader and therefore expectations aren’t the same. In the past, people got up early and went to bed early; today, they maybe get up early but they go to bed a lot later, rites and rhythms have both changed.
Nowadays, Monoprix’s market is 75% female.
Before, women didn’t work much or at all, they looked after their children, and nowadays they work, they spend money on themselves, they can indulge themselves. This change of mentality, this development has created for us a change in the relationship we have with the client. The tone of communication is en rapport with the client, in other words, we always address the client in an intelligent way. We often hear in communication that you should be very direct; our hobby horse is to bring value to daily life, it’s an approach that’s in Monoprix’s genes, to enrich the daily lives of its clients. And this enrichment is about more than just material goods, it’s not enough to just give your clients coffee, it has to be the best of coffees and there has to be a service.
Finally, it’s about adding value to daily life, about being identified as a brand that provides this difference, this happiness, and that therefore gives us a particular tone of communication.
Surprise in the world of wine: the best wine grower of 2011 is a woman.
Astonishing? Not really. Women are more and more interested in wine, becoming wine growers, wine stewards, buyers or just consumers. Let’s look at their importance in the sector.
Wine is not solely reserved for men
Even though a long tradition links men and wine (cf. “Women and wine”), women were often kept back from its consumption and production. Female drunkenness, considered to be vulgar, was banned. It was a privilege permitted only to prostitutes. Yet, in her book entitled “Les femmes et l’amour du vin,” the French researcher Segolène Lefèvre reveals that in antiquity, women from Babylon took part in libations and even queens could drink wine. A situation quite opposite to that of Athens, where women didn’t have the status of citizens and where their attendance during banquets would have been considered scandalous.
This is all changing today. Women have not only become consumers but a considerable economical target: 70% of wine purchases in France are made by women.
Many events have taken into account women’s investment in this domain. In 2007, Didier Martin created the “Féminalise” competition. Female professionals and oenologists get together once a year in Beaune to vote on the best wines. Gold, silver and bronze medals are awarded to the best quality wines but, above all, “it’s the guarantee to have a wine which has been liked by women and which will seduce men”. The international women and wines competition was also created in 2007. Competitors are male and female but, as with the Feminalise competition, the jury is exclusively formed by women. Two competitions in which the medals awarded guide women’s purchase decisions. They shed light on the role of women in the world of wine.
Unheard of a couple of decades ago, low-calorie and low-fat products have invaded our supermarket aisles to such a point that all foods now have a lighter version – from yoghurts and butter to fizzy drinks. A dieter’s best friend, they are now essential buys for women…
It was only in the 1960s that fully skimmed milk was authorised to be sold. Since then, brands have followed suit and “lighter”, “low fat” and “low calorie” products now make up 20% of products in our food aisles. There are even areas where the lighter option has become the norm: chewing gums that contain real sugar have almost disappeared, and sales of Diet Coke or Coca Coca Zero have overtaken sales of the original version!
Women are without question the biggest consumers of these lighter options. As a result of social pressure which stresses that slenderness is the ultimate sign of beauty, women are constantly dieting or “watching what they eat and drink”: it’s not surprising then that lighter foods are seen as a real philosophy of life and they invade women’s cupboards! Women therefore get the impression that they can eat without consuming calories.
Studies show that women like champagne more than men. Sophisticated, light, bubbly and chic – the Marquise de Pompadour once said that champagne is the only wine that leaves a woman beautiful after drinking.
Ever since its beginnings, champagne has been closely linked to women. The Veuve Clicquot brand, a family champagne business that was taken over by the widow of the founder after his death, is symbolic of women’s interest in this wine whose double distillation gives it all its panache. As consumers, women have been very fond of champagne for a long time – and it’s for a good reason: the beverage was traditionally served at charity auction buffets. Very quickly, this association with charity, traditionally orchestrated by women from well-off families, gave champagne a bourgeois connotation which remains to this day – even if the actresses and other performers were, and still are, famous for their excessive consumption of the bubbly stuff!
A Marmiton study of women found that food is an incredibly important part of the day for women: over three fourths of women cook every day, and over 80% spend over a half hour per day in the kitchen. A few clear trends emerge. Women are looking to vary their cooking with foods from new and unexplored parts of the world.
More and more are taking advantage of readymade meals in order to gain efficiency during a busy workday. However, women are also highly concerned with buying fresh and in-season fruits and vegetables.
Because of this, they are also very interested in labeling and nutritional information on products, something which is extremely highly valued among women in choosing which product to buy.