Dell Ditches Della

Recently Dell launched their new marketing campaign and microsite — Della. The campaign aimed to market their new lightweight laptop notebook computer, the Inspiron Mini 10 Netbook, to women. They got the attention of their female audience, but not exactly in the way they wanted.

Della was a bust with many women thinking the website and campaign were insulting to the intelligence and tech knowledge of women. Della’s strategy was to introduce tech products as fashion statements and lifestyle enhancements, including colorful computers and bags, software to track appointments and the Gyminee tool, which stores recipes, tracks workout sessions and counts calories. Women who were insulted by the campaign felt Della was implying that women don’t use computers for techie needs but rather for limited home and living uses.

You can read some of the criticism on the Della article 5 Ways to Use a Netbook. Dell has responded to the female backlash and has already made some changes to the site to try to recover the campaign. As you will see, just 10 days after the launch of the campaign, the “Della” name and much of the criticized content has been removed from the site.

The site at the initial launch …

Image: Della

Currently without the “Della branding …

Image: Dell

“There was certainly no intent to offend anyone,” said Dell spokesman Bob Kaufman to MSNBC.com on Thursday.

On the website, there is now a note that reads: “Some of you have read this article over the last several days and will notice a few modifications. You spoke; we listened. Thank you for your ongoing feedback.”

With women making 83% of all consumer purchases, Dell needs to act swiftly in order to get their campaign back on track. With many women labeling the campaign as “insulting,” “sexist” and “ridiculous,” it might be too late for their “Lifestyle” (formerly Della) campaign.

Check out these other articles and blog posts about the topic:

• Big Aaargh! for Dell’s Della
• Why Dell’s “Della” is Sexist BS
• Dell’s “Della” site launched to patronise women
• Dell dumps Della, just wants to be friends