The Time a Bicycle Company Convinced Women Their Product Would Literally Keep Men Away

Okay, picture this: the late 19th century. Bicycles are the new hotness. Everyone who's anyone wants to be seen gliding down cobblestone streets on these marvelous two-wheeled contraptions. The market is booming, and bicycle manufacturers are desperately trying to out-pedal each other with clever advertising.

 

Enter the Sterling Bicycle Company.

 

Now, Sterling, like many others, was keen to tap into the burgeoning market of female cyclists. Women were embracing the freedom and independence the bicycle offered. But how to stand out? How to craft a message that truly resonated?

 

Well, in an actual 1896 advertisement that has since become the stuff of marketing legend (and internet chuckles), Sterling went with a rather... unique selling proposition.

 

Their ad, often featuring a demure woman perched elegantly on a Sterling bicycle, sometimes included the tagline: "Ride a Sterling and Be Sterling." So far, so good. A bit punny, but respectable.

 

But it was another, more specific claim that truly raises eyebrows and induces giggles today. Sterling, in its wisdom, decided to market its bicycles to women with the implied (and sometimes not-so-implied) promise that riding their particular brand of bicycle would make them so intimidatingly independent and self-assured that it would, wait for it... keep unwanted male attention at bay.

 

Yes, you read that correctly.

 

One famous Sterling ad depicted a woman on her bicycle breezily riding past a group of rather dapper-looking gentlemen who appear almost too respectful, perhaps even slightly cowed by her sheer Sterling-powered confidence. The subtext was clear: tired of bothersome fellas catcalling you from their horse-drawn carriages? Fed up with unsolicited offers to "assist" you with your parasol? Hop on a Sterling, darling, and watch them scatter!

 

The humor, of course, lies in several layers.

 

Firstly, there's the delightful irony. The bicycle, a symbol of liberation and expanded social horizons for women, was being marketed with the pseudo-benefit of... social distancing from men. It’s like selling a smartphone by highlighting its excellent ability to not receive calls.

 

Secondly, imagine the boardroom meeting where this was pitched. "Right, chaps, how do we sell more bicycles to the ladies?" "Well, Johnson, what if we told them our bike makes them so fiercely independent, men will be too terrified to approach?" "...Jenkins, you're a genius! Full steam ahead!"

 

The underlying assumption that women's primary concern was fending off hordes of relentless suitors is, in itself, a comical snapshot of Victorian societal perspectives. While street harassment was undoubtedly an issue, positioning a bicycle as a magical man-repellent shield is objectively hilarious.

 

Did it work? Well, Sterling Bicycles were popular, but it’s highly debatable whether their "Man-Be-Gone" marketing angle was the primary driver. More likely, women bought Sterlings because they were good, reliable bicycles and because cycling was, frankly, awesome.

 

It’s also amusing to consider the potential backfire. What if a woman wanted to meet a charming cyclist suitor? Would she then have to pointedly avoid Sterlings, opting for a brand that implicitly promised, "Ride our bike and attract ALL the handsome chaps"?

 

This Sterling campaign remains a wonderful, factual example of how marketing can sometimes take a gloriously absurd turn. It reminds us that even a century ago, advertisers were capable of a bit of well-intentioned, if hilariously misguided, creative overreach.

 

So, the next time you see a slightly over-the-top ad, just remember Sterling Bicycles. They weren't just selling a mode of transport; they were selling a (supposed) forcefield against excessive male admiration. And that, dear readers, is a factual piece of marketing history that just keeps on giving. Ride on!

 

[Disclaimer : This is an imagined piece on an advertisement as we imagine it could have been. The Sterling Cycle brand was real and existed. But the article is just a funny representation of a feminist way of looking at brands. We do not intend to harm the brand reputation or confuse the readers. Take this writing piece with a funny bone!]

 

NOTE- This is a real advertisement of Sterling Cycle. The re-imagined article with the advertisement is totally different from this.