Marketing to Men

All about the male mindset

Decision Making


Michael Griffiths and William Landell Mills, TNS, Intelligence Applied, June 2015

This report sets out a model for cultural comparison based on different concepts of the 'ideal man' from around the world.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Spanish football magazine Libero created a new market for a quarterly about the game in the context of a lifestyle environment.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how US shoe store Foot Locker shone in the booming basketball shoe market.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Heineken New Zealand reinvigorated its Tui beer brand to address its declining market share.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Tomtom International resurrected a dying market in Portable Navigation Devices (PNDs) in Germany and the UK.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Unilever launched a new limited edition AXE bodyspray in Argentina and Mexico.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Australian men's fashion designers MJ Bale created awareness and sales amidst the established tailors market by emphasising the provenance and quality of its materials.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Hasbro Deutschland GMBH promoted its toy NERF Blasters to a new demographic in Germany.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how US Kraft brand Oscar Mayer bacon stood out in a commoditised market, emphasising superior taste to maintain a premium price and gain increased sales and penetration.

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