Cosmopolitan Release Car ‘Just For Women’ And Women Are Absolutely Furious!

Cosmopolitan Release Car ‘Just For Women’ And Women Are Absolutely Furious!
SHARE
THIS



A marketing stunt between British Cosmopolitan magazine and the Spanish carmaker SEAT appears to have backfired spectacularly.

The idea was simple enough (albeit one from three decades ago) – release a car (the delightfully named ‘Mii by Cosmopolitan’) aimed just at women and their particular womanly needs.

The little hatch only came in purple (do women even like purple?) and SEAT called it “our most feminine car” and “a tribute to the modern woman.” Supposedly, it came with everything “a women needs in terms of daily usage” (yes, we have no idea what that means either). Excitingly it came with lipstick holders and extra mirrors so you could drive and do your face at the same time.

Check out the inspiration for the Mii here.

The magazine apparently even asked its readers what they look for in a car. The reply: “A place for impromptu karaoke performances, last-minute wardrobe changes, dramatic gossip sessions and emergency lunch-hour kips”.

Naturally, the entire stunt has copped its fair share of derision from women insulted there was now a car just for them. Was every other car was for blokes, they demanded to know? The Mii was also marketed as “exciting to drive” but also “easy to park”. Because we all know how women struggle with that, don’t we?

Cue the online fury. Initially many people thought it was a joke. But no, two of the top brands in their respective categories had combined in arguably the marketing stuff-up of 2016. Many raged on Twitter with comments such as “Now finally women can drive themselves! Why has it taken so long? Does it have a tampon holder?” and “Aren’t all cars for women, or just ‘cars’ as I usually call them?”

B&T checked but was unsure how the Mii was selling after it was launched last week.

Please login with linkedin to comment

Advertising Standards Bureau Cleo

Latest News

Millennials Top Influencer Power List, With Cristiano Ronaldo Number One
  • Marketing
  • Media

Millennials Top Influencer Power List, With Cristiano Ronaldo Number One

Visual Capitalist‘s ‘Generational Power Index‘ for 2021 has found that millennials have the highest share of power in terms of digital platform and celebrity. Despite coming second last in terms of overall economic, political and cultural power (with Gen Zs at the bottom), Millennials hold significant power in terms of the digital world, particularly in the […]

by B&T Magazine

B&T Magazine
“We’re Here For The Long Term”: Amazon Prime Video Presents Showcases The Aussie Content Taking Over The World
  • Media

“We’re Here For The Long Term”: Amazon Prime Video Presents Showcases The Aussie Content Taking Over The World

Prime Video Presents Australia 2021, held at Crown Sydney on Tuesday afternoon, showcased an immense array of Australian content coming soon to the small screen. Presented by comedian Joel Creasey, attendees included a range of Australian talent in-person and onscreen including comedians and writers Kate McLennan and Kate McCartney, AFL Hall of Fame player Michael […]

by B&T Magazine

B&T Magazine
İstanbul, Turkey - February 10, 2019: Woman using smart phone on a couch. The smart phone is an iPhone 8 displaying Twitter application.  iPhone is a touchscreen smartphone developed by Apple Inc.
  • Media
  • Technology

Twitter Set To Launch $4/Month Subscription Service 

Social media platform Twitter may soon come with a monthly price tag, as rumours about ‘Twitter Blue’ continue to swirl. It has long been suggested that Twitter should take to a subscription model as a way to increase the overall monetisation of the userbase. According to analysts, Twitter’s average revenue per user (ARPU) is around […]

by B&T Magazine

B&T Magazine
Adelaide, Australia - September 20, 2013: Entering passcode on an iPhone 4 running iOS 7. iOS 7 is the foundation of iPhone, iPad, and iPod touch. It comes with a collection of apps and useful features. The iOS 7 update features a redesigned interface and hundreds of new features.
  • Technology

iOS 14.5: What It Means For Evolving Consumer Expectations Around Privacy

The early results for Apple’s new iOS 14.5 are in. In this piece, Kat Warboys, Marketing Director, APAC at HubSpot explains what the evolving consumer expectations around privacy mean for businesses. The world of security and data privacy is constantly evolving, and while many marketers are now used to this rollercoaster ride, this month’s iOS […]

Opinion

by B&T Magazine

B&T Magazine
Fiverr Creates Free Billboard Ads for Local Businesses In New Campaign Via By All Means
  • Marketing

Fiverr Creates Free Billboard Ads for Local Businesses In New Campaign Via By All Means

Fiverr, one of the world’s largest online marketplaces for digital services, has launched ‘Bill’s Billboards’, an initiative to help boost the local economy by creating free ads for local businesses and running them across $250,000 worth of billboard space. The ads in question were made by an award-winning Fiverr freelancer, who set himself up on […]

New Podcast The Wellness Rebellion Delivers Science Over Speculation
  • Media

New Podcast The Wellness Rebellion Delivers Science Over Speculation

The Wellness Rebellion with Maz Compton and Dr Sam Hay is a reset on everything we know about our health and wellness, uncovering the truth and debunking the trends with science-based wellness information to improve your everyday wellbeing. Each episode in the new weekly podcast series will see Compton and Dr Hay discuss a wellness […]