Marketing to Men

All about the male mindset

Decision Making


Simon McEvoy, Ian Gambier & Sara Goodsell, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how not for profit organisation Check One Two triggered a grassroots movement to raise awareness of testicular cancer in the UK.


Marty Kane, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Molson Canadian lager raised its profile in Ireland with a treasure hunt run through social and digital media.


Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Oscar Mayer, the premium bacon brand, invented a bacon-scented device that linked to customers' iPhone alarm clocks to increase brand recognition and sales in the US.


Nicola Swankie, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains how J├Ągermeister, the alcoholic drinks brand, raised its profile in Australia with a content-driven social media campaign that targeted young men.


Rajat Mendhi, Warc Prize for Social Strategy, Shortlisted, 2015

This case study explains a campaign in India by Gillette, the shaving brand, which emphasised 'real' masculine values to stand up for women and build an emotional connection with its target group.


Cathal Gillen, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how the Immigrant Council of Ireland raised awareness of the causes of sex trafficking by utilizing the mobile dating app Tinder.


Edward Lee, Warc Prize for Social Strategy, Shortlisted, 2015

This case study describes how Peanut Butter Cheerios reached out to Canadian dads who were increasingly involved in everyday childcare choices.


GfK, March 2015

This article summarises a study of 10 countries into how young men are shopping for personal care and grooming products, finding that they are becoming increasingly engaged in the industry and are more likely to be influenced by advertising than women.


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.

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