XES Gender Based Mixer Drink
Published: Aug 5, 2007
Updated: Jun 21 2011
• References: bevnet
XES Pour Femme is for the women and XES Pour Homme is for the fellas. Each is supposed to be designed specifically for that gender. Both an energy drink and an aphrodisiac, XES by Superstar Beverages, is made to be a drink mixer - undoubtedly following in the successful shadow of Red Bull. Steeped in sexual marketing, notice that XES is SEX spelled backwards.
Implications - Products specifically targeted to either sexes are more appealing than those trying to attract the general audience. Creating items that make the consumer feel like they are made personally for them establishes a deeper relationship with the company. In order to grow their brand, companies could integrate this design element into their products.