I was walking though the mall with my wife this summer when I realized that the world had officially run out of ideas. The Yankee Candle window display said it all: Man Candles. You’ve got to be kidding me, I thought. Could Yankee Candle, unquestionably one of the most feminine stores in the mall, be taking a stab at candles for men?
The answer, I’m afraid, is yes. I know this seemed like a brilliant idea in a marketing meeting, but I’m here to tell the good folks at the Yankee Candle Company that if you want to reach men, you’re going to have to do better than that.
To be fair, I applaud their efforts, but they obviously didn’t consult any real men in the development of this product line. If they had, any red-blooded American male would have blown the whistle on at least six critical changes they should have made to put Man Candles on the map. Continue reading