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It is Throwback Thursday at Elarbee Media and this week's ad shows the political environment bleeding over into advertising messaging. This 1970's ad focused on feminism highlights the tone of the times, but it also does something else. It encourages women to consider themselves scotch drinkers.

When you add another 50% of the population into your target customer base, it can be a game changer. Does the nod to the "fairer sex" translate to higher sales volumes? Or is it money down the drain trying to chase a customer base that doesn't look like your current profile?

There is only one way to find out. Test! What we can guarantee is that if you rely on the same old strategy year over year, you will surely lose out on growth.