Sometimes a company and a brand innovate and invent a better mousetrap but the marketing department doesn't show how it can actually catch mice. That's what is going on with the new 3M Scotch Tape Contour dispensers. Clearly this design fits nicely in the palm of the hand and has more structural integrity than the open shell designs of previous dispensers. The problem is that the marketing is completely focused on the fruity colors that these new tape dispensers come in rather than the clear benefit of better functionality. The television ad blitz that's hitting during the holiday gift wrapping season doesn't even show the dispenser in a person's hand. Clearly there's a disconnect between the design and the marketing story. The marketing and branding is clearly aimed at women who buy most things and I am sure are the majority customers but still I wish there were a neutral white or black choice that would appeal to the occasional man buyer. Kudos for the design, head scratches for the marketing.

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