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Marketing to men

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This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.

Case Study

This case study explains how Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

Case Study

This case study shows how Hahn, a beer manufacturer, launched an ultra-low alcohol beer which had to define a role for itself and the ultra-low alcohol category amid declining beer sales in Australia.

Case Study

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.

News

NEW YORK: Luxury menswear has traditionally lagged behind womenswear, but that is already beginning to change as social media platforms encourage men to try out luxury clothing in new and innovate ways, industry experts have said.

Case Study

This case study shows how DB Export, a beer brand, increased sales by asking New Zealanders to drink more beer as a way to help produce biofuel and save the environment.

Case Study

This case study shows how Axe, a male grooming brand, successfully launched a hair-styling range in the US by rearranging a famous James Blunt song.

Case Study

This case study explains how Hennessy, the cognac brand, connected with young African-American and Hispanic men by focussing on their ambition and drive, using a multi-year campaign in the US.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

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This case study explains how Tecate, a beer brand owned by Heineken, targeted young men through its sponsorship of boxing and TV and digital ads in Mexico.

Case Study

This case study shows how Interflora, a flower delivery service, increased sales on Valentine's Day by creating a special, late Valentine's service that helped forgetful Danish men offer bouquets without being blamed for the their lateness.

Case Study

This case study shows how Neumarkt, a beer brand, increased market share and sales by directly appealing to its core Romanian male audience.

Case Study

This case study shows how Be the Match, a non-profit bone marrow research foundation, increased donor levels and brand awareness in the US by focusing on the hero-making appeal of saving a life.

Case Study

This case study shows how Clear, a shampoo brand, successfully broke through a cluttered market by pairing up with two major Taiwanese baseball stars.

Case Study

This case study shows how Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

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This case study looks at how Be The Match, a marrow registry brand, launched the Be The Guy campaign in the USA to show young men they are biologically ideal bone marrow donors.

Case Study

This case study looks at the organ donor registration, non-profit brand, Donate Life America, who used the 'Even an Asshole Can Save a Life' campaign to convince millennial males in the USA to become organ donors.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

Case Study

This case study explores how Deadpool, a 2016 Fantasy/Sci-Fi film, differentiated itself from the many other comic book action movies in the US.

Case Study

This case study explores how HORNBACH, a German DIY store, launched a national campaign in Germany and Austria, to represent male bald patches as a crown of glory and symbol of masculinity.

Case Study

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

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This case study explores how Passage du Desir, a company focused on the sustainable development of a couple, launched a campaign in France to promote its sexual stimulating treatment 'Chronoerect'.

Case Study

This case study explores how HORNBACH, the German DIY store, ran a campaign in several markets across Europe to emphasise how satisfying gardening and backyard projects can be, despite how 'uncomfortable' they may look.

Case Study

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.

Case Study

This case study explores how American entertainment company Netflix successfully launched its new TV show Narcos by using modular marketing to target a variety of audience groups.