Only rarely does Bosch waver from its corporate design consisting of green and black. But it did with its IXO 6 cordless screwdriver, available in black and raspberry pink, black and mint-green, and white and blue. The shape is very straightforward: Like a tube with a consistent diameter, it curves to provide an easy-to-hold soft-grip handle. The cordless screwdriver is very versatile thanks to a colorful range of accessories. Alongside the usual screwdriver bits, there’s also a BBQ fan, a corkscrew, and a spice mill attachment. The advert for the cordless screwdriver presents a diverse world, but it seems to be aimed at a female target group, according to the principle of “Pink it and shrink it!”. The size and pastel colors align with the idea of female commerce. Gender marketing is quite common and based on the notion of a binary gender system. However special the Colour Edition may be, it simply replicates stereotypes and cliches.