His and hers Marketing to half the audience

Nestle’s Yorkie was sold as “not for girls” in 2002, but was followed by a pink-wrapped version in 2006.

Sheila’s Wheels, a women-only insurance firm, offered cheaper car insurance in 2005. The brand survived an EU ruling against genderspecific insurance premiums.

BIC sold pink and purple pens “designed to fit comfortably in a woman’s hand”.