If you follow me at all you know that I became a kept man about three months ago. By this, of course, I mean that Lisa makes the steady paycheck and I am working in this weird and unpredictable world of the freelance/on-spec writer. This also means that I do a vast majority of the housework, which (even today) is not really thought of as a particularly masculine job. The most obvious way I can tell this is by the grocery store.
Though it changes at times due to various life events, I try to plan to go to the grocery for my main run on Tuesday afternoons (I go to a Kroger that’s “all the way across town”). I also tend to use other afternoons to run to a nearby store for “emergency” and other spur of the moment types of things. This helps me as it becomes a 15-20 minute productivity break and lets me get my brain off on other things for a bit. Let’s face it, guys … going to the grocery on a weekday afternoon still means that I’m in about a 10% minority.
I’m thinking about this today because I received a mailer from Kroger that included coupons. Usually these come in a flyer with various design stuff that is clearly designed for a female customer. I really don’t think much of it. In fact, it kind of slides right past me. I have, after all, lived in a female dominated house for about 30 years. I mean, it’s like … wife, daughter, cats, and one can assume all our short-lived fish fish have all been female. I really don’t think about the advertising slant to a lot of things because they kind of just slide by me, I guess. But today, the mail brought me this flyer from Kroger that is pointed directly at the male.
It got my attention. The colors were bold. The images were masculine. I picked it up, actively interested in seeing what goodies I might find in there. Good deals on apples? Specials on prime-cut beef? Wheaties? Rugged whole grain bread? Crunchy peanut butter? Ice Cream? [grin].
Turns out, of course, the only thing in there is male toiletries–you know, after shave and body wash and razor blades.
It was kind of a bummer, really.