If you were up getting more chips during the Dodge Charger ad on the Super Bowl telecast last January, you missed one of the game’s most interesting commercials. It was the debut, of sorts, of a significant new demographic: Fed-Up Dads. The ad resonated with a lot of frustrated males, men who’re tired of their “Yes, Dear” role in the home, and tired of the fact that most brand messages are aimed at their wives. “These guys want to get involved in the household purchasing decisions,” says Edwin Wong, director of market research at Yahoo!. And, once involved, they tend to stay involved. Research shows that the first time a new dad puts a product for his kid in his shopping basket, he loyally sticks to that brand for the rest of the kid’s growing years.
Reemerging women: Maybe it started with “Eat, Pray, Love:”