Marketing to Men

All about the male mindset

Decision Making


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes a campaign by Canadian Blood Services, an organisation matching people in need of bone marrow or stem cells with donors, which targeted 17-35 year old males to encourage them to sign up to donate.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes a Spring-time campaign in Canada by Honda, the car manufacturer, which launched its new season sales and countered negative price perceptions.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Nissan used a masculine ad campaign to improve Canadians' opinion of its Rogue model and, in particular, its off-road capabilities.


Case Study

Boston Pizza Ribs
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study reveals how Boston Pizza generated awareness and increased sales for its previously unloved ribs offering in Canada.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes how the Strategic Milk Alliance, a producers' organisation, created the first ever national campaign in Canada to promote milk.


Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report outlines Unilever's brand-building strategy, with a particular emphasis on how it has been applied to engaging male shoppers.


Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study describes how Irish Spring, a brand of bar soap and body wash in the US and Canada, dramatically increased sales by redesigning its product to attract the coveted millennial market.


Design Business Association, Gold, Design Effectiveness Awards, 2015

This case study describes how a rebrand of football website goal.


Design Business Association, Silver, Design Effectiveness Awards, 2015

This case study demonstrates how a redesign of energy and petrochemicals company Shell's food store Shell Select increased sales of its on-the-go food offerings in the UK.

WARC RECOMMENDS


BEST PRACTICE

How to market to men

Practical tips, examples and recommended reading


WARC BRIEFING

Marketing to men

Theories and trends in successfully targeting men


CASE STUDY

Axe Excite: Returning To Universal Truths

The male-targeted Cannes Lions 2012 Grand Prix winner