Marketing to Men

All about the male mindset

Decision Making


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign in Canada by beer brand Budweiser, which created hockey 'red lights' to increase its association with the sport and sales.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes the launch of the Gillette Fusion Gamer, the latest iteration of the shaving brand's long-term campaign to encourage Indian men to shave more frequently.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how AXE, the male grooming brand, launched a Limited Edition variant in Latin America to outperform the deodorant category.


Effie Worldwide, Silver, North America Effies 2014

This case study describes how AMP Energy, an energy drink brand owned by PepsiCo, used a mobile racing game and a partnership with the retailer 7-Eleven, targeting male millennials to increase sales in the US.


Effie Worldwide, Silver, North America Effies 2014

This case study describes the launch of a product variant, MiO Sport, a sports drink version of a new beverage mixer by Kraft, targeting men aged 18-34 in Canada.


Effie Worldwide, Gold, North America Effies 2014

This case study describes how Madden NFL, a video game, increased sales in the US by winning back 'retired' players with a series of humourous celebrity-featuring TV ads that reminded them of the competitive rivalry they had enjoyed through the game.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Firestone, the US tire company, created differentiation for its products and reversed declining sales.


Effie Worldwide, Bronze, North America Effies 2014

This case study demonstrates how Depend, maker of disposable anti-incontinence wear, built awareness of its products among men in the US.


Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Philips Norelco, an electric shaving brand, attracted men aged 18-24 to the electric shaving category with an attention-seeking and humorous campaign in the US.

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