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01 Feb

Stonemill Bakehouse genderbread - sex rolls?

Posted by Tim Daly

 Stonemill Bakehouse in Toronto recently baked (#bakingpun1) themselves into a corner with their gendered loaves.

logoAt first glance, it makes a lot of sense. Men and women have different dietary needs, and as many many soda companies have taught us, sometimes have different preferences. The first problem for Stonehouse is that bread has never typically been a gendered product, so that is automatically going to gain some notoriety. The second is purely practical, as I imagine that these are aimed at your typical DINKs: those with enough money to pay for these boutique loaves (DI), and also enough time to care this much about their bread (NKs). I don’t know about you, but most households without kids just don’t knead (#bakingpun2) two full separate loaves of bread on the go at once.

However you might feel about the controversy, this is a still a great example of gender-based segmentation. I’m not sure it is going to necessarily create new customers, but it does fulfil the criteria we marketing profs teach our students. So A for effort, maybe a C for execution. As a white male I am going to leavened (#bakingpun3...ish) this alone from an ethics point of view, but the bread looks really tasty.

Unfortunately for Stonemill, what would have once been a curiosity article in the Toronto Star is now an international topic on Twitter. Here are a few of my favorites, but there are plenty more for Stonemill to sift (#bakingpun4) through:

My favourite of all time gender-segmentation fail was Della…Dell’s short-lived and fantastically terrible “Dell for women” website. Check out some of these images from the 2009 website. Dell’s recipe for targeting women? Reduce tech specs, add pink, print money.

della4 della5


Marketing Principles Topics - Segmentation; new product introduction

Consumer Behavior Topics - Sex roles

Marketing Strategy Topics - Product development strategy; segmentation

Cite as Daly, Timothy. 'Stonemill Bakehouse gender-bread - a roll reversal?'. Social Contagion 2015. Web. 1 Feb. 2015.