While some will argue that drastic repositioning actions may jeopardize brand strength over time, it remains a notable move to drive a brand’s relevance beyond its original market. For example, Heineken recently introduced a new brand of cider – a traditional male drink – to a female audience. Jillz is sparkling, fresh, fruity, and contains less alcohol than regular ciders.
Brands that have traditionally been directed at a male audience are now launching various alternatives intended for women. And vice versa. This is especially evident in the cosmetic industry, think of Axe.