Marketing to Men

All about the male mindset

Decision Making


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report shows how MillerCoors, the brewing group, is ramping up its content-marketing capabilities to engage millennials.


Alastair Bowers, Niccolo Rigo and Joe Corcoran, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Ballantine's, a Scotch whisky brand owned by Pernod Ricard, created a digital t-shirt to help connect with a younger market and communicate its brand values.


Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report explains how Newcastle Brown Ale, the beer brand, has moved its advertising spend almost exclusively to digital, with great success.


Stephen Whiteside, Event Reports, Festival of Media Latin America, October 2014

This event report explains how Gillette, the male grooming line owned by Procter & Gamble, is seeking to move "beyond the face" as men's shaving habits change.


Jay Chiat Strategic Excellence Awards, Best Communications/Engagement Strategy and Silver, 2014

This case study explains how Newcastle Brown Ale, the beer brand, applied its 'no bollocks' approach to advertising during the Super Bowl build-up in the US.


MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how Mercedes-Benz USA focused on photo-sharing social network Instagram to reach a Generation Y target that not only rejected the brand, but ignored traditional media.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Sports Revolution, a sports media company, developed CelticLIVE, the world's first fully integrated high-density sports stadia wi-fi complete with a bespoke match day sports app.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Coca-Cola Japan raised the purchase frequency of its Georgia canned coffee brand among heavy users and rejuvenated its network of vending machines nationwide.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Lexus generated global awareness and consideration of its new IS model among an aspirational, younger audience, while continuing to reinforce key brand attributes like performance and style.

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