Werther's Candy: The Switch From Using Males in Commercials to Using Females

Have you seen the new Werther's caramel chocolates commercials? If not, you should really take a look. I've seen Werther's commercials before, but never like this. Many past Werther's commercials featured older men and their grandsons to administer a family-like, generational feel. However, these newer commercials feature women and show no resemblance of prior ideas.

There are two different commercials and they each feature a different woman. Both women are physically appealing (not super model skinny-like, but average framed beautiful women) with upbeat personalities who are probably in their late 30s or early 40s. During the entire 30 seconds of each video, the women are explaining their experience with these new chocolates. Of course the way they vocalize their experience is delightful, positive, and ravishing. However, why am I writing about this? I am curious as to why Werther's all of a suddenly changed from using males in their advertisements to using females.

Old Werther's Original Caramel Commercials:
http://www.youtube.com/watch?v=byEmdbLo1PA

New Werther's Original Caramel Commercials:
http://www.youtube.com/watch?v=32CgDn7B3xw&NR=1

Werther's Caramel Chocolates Commercials:
http://www.youtube.com/watch?v=Lk-LfLD2OPk

http://www.youtube.com/watch?v=MOaxgoeWbj4


Why did they decide to use women to showcase these new chocolates? Is it because they wanted to release themselves from the "traditional" look they have always possessed and try a new twist? Because there were two commercials for this new product and both of them were made with women, I question why they even had two commercials. The scenarios and messages were similar. Isn't one commercial enough? If they are going to create two commercials, why not have one be a man and one be a woman? How does having only women advertise this product make these commercials more entertaining or persuasive? I looked at other Werther's caramel chocolate commercials for other countries and they were made with women also.

Seeing these commercials just strengthened my curiosity about women in the media. Maybe these commercials were just a coincidence. Maybe this is a one time thing for Werther's and their future commercials will use grandpas and grandsons again. Who knows? In doing my research on women in the media, I hope to answer these questions.