Marketing to Men

All about the male mindset

Decision Making


ARF Ogilvy Awards, Silver, Health & personal care, 2015

This case study describes a Father's Day campaign in the US by Dove Men+Care, the personal care brand, which celebrated modern day dads and caring moments.


ARF Ogilvy Awards, Silver, Retail & ecommerce, 2015

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.


ARF Ogilvy Awards, Gold, Retail & ecommerce, 2015

This case study explains how Joe Boxer, the men's underwear brand exclusive to Kmart, built excitement about receiving its product as a Christmas gift in the US.


ARF Ogilvy Awards, Gold, Travel & leisure, 2015

This case study explains how the Recreational Boating & Fishing Foundation (RBFF), a not-for-profit organisation whose federal mandate is to preserve and promote recreational boating and fishing in the US, engaged Hispanic Americans.


Joseph Clift, Event Reports, IPA Advertising Works, March 2015

This event report looks at the story behind the development of a campaign that won top honours in the 2014 IPA Effectiveness Awards and offers some useful advice to planners.


Case Study

Boston Pizza Ribs
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study reveals how Boston Pizza generated awareness and increased sales for its previously unloved ribs offering in Canada.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Nissan used a masculine ad campaign to improve Canadians' opinion of its Rogue model and, in particular, its off-road capabilities.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes a campaign by Canadian Blood Services, an organisation matching people in need of bone marrow or stem cells with donors, which targeted 17-35 year old males to encourage them to sign up to donate.


Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes a Spring-time campaign in Canada by Honda, the car manufacturer, which launched its new season sales and countered negative price perceptions.

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