[Niamh.]

Originally Posted by James

What people are forgetting is that most household shopping is done by women, in this case buying for men.

So the advert is targeted at women. They will have market researched this through and through.

This is also the reason by the way why the TV channel ITV (funded by adverts) is all about soaps and reality shows in prime-time these days.

Also it has been proven that advertising works better on younger people - they are more likely to change their buying decision based on an advert. So they think the #metoo theme will work with them.

Some (US) stats here about womens' purchasing power - https://girlpowermarketing.com/stati...g-power-women/

Gav does our shopping