Marketing to Men

All about the male mindset

Decision Making


Prasanna Kumar , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how consumer products company Braun positioned its CoolTec shaver as a interesting gadget in China, justifiying its premium price point.


Bhaskar Thakur and Kamakshi Thareja, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Nestle MUNCH had always owned the 'crunchy' space in India, but this was becoming a ubiquitous category descriptor, as the competition was launching larger wafer sizes and Nestle MUNCH's market share was stagnating.


Glen Seah , Warc Prize for Asian Strategy, Entrant, 2014

With this campaign, the Singaporean Ministry of Defence aimed to increase provision of information for young men doing their National Service (NS).


Sanjay Sharma and Arjun Paul , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how VAT 69, the whiskey brand, reached out to older Indian men with families during the busy festive season.


Vibha Gupta, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Metlife, the insurance provider, used a partnership with a trusted Indian bank to increase brand preference and consideration.


Sashi Kumar, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Heineken, the beer brand, promoted responsible drinking in South-East Asia by modelling positive behaviour in humorous online videos and encouraging social sharing.


Anjuri Jain, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Garnier Men launched Garnier Men AcnoFight - the first ever anti-acne facewash for Indian men.


Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a campaign by Gillette, the shaving brand, which used women's preference for clean-shaven men to increase sales of its premium razor product in India.


Felix Pels, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Heineken, the beer brand, used its UEFA Champions League sponsorship, and a viral video, to increase brand affinity in Thailand and Indonesia.

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