Marketing to Men

All about the male mindset

Decision Making


Angela Morris, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This Australian local government campaign aimed to reduce alcohol-fuelled violence with a creative approach informed by behavioural economics.


Jason Lonsdale, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Toyota took a different approach to car advertising with its Camry model in Australia, moving away from aspirational ads to celebrate everyday men and fathers as heroes.


Pieter-Paul von Weiler and Lucy Cochran, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how Lion, a food and drink company, relaunched its Dare Ice Coffee brand by targeting a new audience of white-collar young males.


Guy White and Jeremy Hollow , MRS Awards, Finalist, December 2014

This article explains how Braun, the personal care products company, worked to improve its understanding of how men around the world feel about grooming.


Tahaab Rais, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how smartphone brand Sony Xperia created a James-Bond style phone-based experiential game to drive interest and sales in its new phone model in Dubai.


Bijal Pathak, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

The case study describes how fast-food brand KFC leveraged rivalry between Cristiano Ronaldo and Lionel Messi football fans in the Middle East to drive social conversations and steer away from negativity.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how Brazilian female fashion brand Marisa engaged the male consumer market with its irreverent Strip Commerce ad.


Anu Sachdev, Warc Prize for Innovation, Entrant, 2014

This case study describes how Sterling Perfumes created and marketed Oros, a new premium perfume, to help them compete in the United Arab Emirates' luxury perfume market.


Isabela Albero, Warc Prize for Innovation, Entrant, 2014

This case study describes how international dog food brand Pedigree used Tinder to both promote its brand and increase dog adoption numbers amongst Brazilian males.

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