How Under Armour’s Marketing to Women Strategy Annihilates the “Shrink It and Pink It” Myth

By Tom Wanek, Wizard of Ads Partner

Prevailing wisdom, for more than a decade, has sold business owners a marketing to women magic elixir dubbed “Shrink It and Pink It.”

Seems pretty enticing. Probably works like gangbusters, right?

Baloney. Prevailing wisdom is wrong… Shrink It and Pink It is pure crappola. And anyone who believes that this strategy is the path to fast, easy riches is going to be sorely disappointed.

Let me say this plainly: Shrink It and Pink It is nothing more than a lazy, half-assed attempt to reach the heart of the female consumer.

Under Armour discovered this reality more than eight years ago after its first foray into the female market stumbled out of the starting gate.

Find out what Under Armour learned from that marketing blunder.