Men

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Women out-game men in China, but lag behind in Germany and US

Data • Cinzia Petio, WARC Data Points (Curated), September 2021

An overview of gaming consumption in female and male audiences.

POND’S Men: White boost #MukaCerahPantangNyerah

Case Study • YouTube Works for Brands, Indonesia, Best Creative Personalization, 2021

Pond’s men, a men’s skincare brand, increased sales in Indonesia by launching a humorous YouTube video that presented daily challenges thrown at men and the need for its cleanser to keep their faces bright.

Delicare ms: Groin Warrior M'ZOON

Case Study • YouTube Works for Brands, Japan, Small budget big results, 2021

Ikeda Mohando, a brand of anti-itch cream, promoted its Delicare Ms cream, a medication for itching in the groin area, in Japan.

Pond's Men: An oily love story

Case Study • David Dahan, Sumegha Rao, Dilip Garga, WARC Awards for Asian Strategy, Shortlisted, 2021

Skincare brand Pond's Men employed a multichannel strategy to challenge category codes and grow salience and market share in Indonesia.

Ariel: Share the load

Case Study • Suraja Kishore, Maitrayee Chandorkar, WARC Awards for Asian Strategy, Shortlisted, 2021

In 2020, P&G laundry soap Ariel continued a multi-year campaign in India that highlighted and challenged gender inequality in order to grow sales, share and preference.

Ginebra San Miguel: One Ginebra Nation

Case Study • Paolo De Leon, Jeremy Lopez, Nina Ginelle Valle-Caidic, Melissa Torre, Fay Ballo, WARC Awards for Asian Strategy, Shortlisted, 2021

Ginebra San Miguel, the Philippines' leading gin brand, crafted a five-phase multi-platform campaign to boost engagement and strengthen consumer awareness despite the pandemic.

Creative Content UK: Get it right from a genuine site

Case Study • SABRE Awards, IN2, EMEA, 2021

Creative Content UK, an industry-led initiative, launched the 'Get it Right From A Genuine Site' campaign in the UK to reduce online piracy by encouraging 16-24 year olds to get their entertainment from genuine sites.

Bud Light: BL6 gaming console

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Bud Light, a beer brand, launched a campaign in the US to raise purchase intent and brand preference with LDA beer-drinking gamers between the ages of 25-34.

DieHard batteries: DieHard is back

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Advanced Auto Parts, an automotive aftermarket parts provider, launched 'DieHard is Back' in the US to increase awareness, purchase intent and sales for the DieHard brand during battery season.

Brut: Elevator Pitch

Case Study • SABRE Awards, Africa, 2021

Brut, a men's grooming and fragrance brand, embarked on a journey to better the circumstances of small business owners in South Africa by helping them how it matters most: by investing cash into their businesses.

Lifestyles Condoms: Publicly traded

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

LifeStyles Condoms, a condom brand, strengthened its relationship with consumers in Australia by launching a stock-market inspired e-commerce platform that made STIs publicly traded.

Al Arabia: Be A Man

Case Study • Dany Azzi, Samar Abdelmalak, Sanjay Kumar, WARC Prize for MENA Strategy, Entrant, 2021

Al Arabia Outdoor Advertising ran a 360-degree campaign in Saudi Arabia to raise awareness of prostrate cancer and encourage men to go for regular preventative checks.

The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.

The Danish Safety Technology Authority: New Year's again

Case Study • SABRE Awards, EMEA, Gold, 2021

The Danish Safety Technology Authority, a government agency, encouraged people to stay safe while enjoying fireworks on New Year's Eve in Denmark.

M-150: Adapting to thrive!

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

M-150, an energy drink brand, launched a campaign in Thailand to retain easy-switch blue-collar consumers.

The Movember Foundation: Regrowing the 'Mo

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

The Movember Foundation, a men's mental health charity, launched a campaign in New Zealand to stand out in the charity market and increase donations.

Amstel: Timeless Taste of Amstel

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Amstel, a brewery, launched a campaign in South Africa to emphasise that it was a timeless brand and to stand out in a crowded market.

Pond's Men: Pond's appoints AI to write ad copies

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Pond's, a health and beauty care products brand, launched a campaign in Indonesia to stand out in a crowded market and connect with the new generation of male consumers.

Levi Strauss & Co.: Levi's x Huck

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Levi's, a clothing brand, launched an international campaign to increase brand consideration among men aged 25–44.

Gillette: Barbershop girls of India – shaving stereotypes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Gillette, a razor brand, inspired men in India to embrace a more equal world with its Shaving Stereotypes campaign.

Sickkids Foundation: Sickkids VS

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

SickKids, a paediatric centre, launched its four-year campaign VS in Canada to raise money to build a new SickKids Hospital.

Clear Men: AI 31 – Hijacking live game with real-time predictions

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Clear Men, a shampoo brand, launched a campaign in Vietnam to connect with men through esports.

Oh Henry!: The Oh Henry! 4:25 BAR

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.

Castrol: Protect the protector

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Castrol, an automotive lubricant brand, partnered with Baidu Maps to develop the industry's first ever AI voice collaboration in China.

Unilever: Pond's AI Copywriter

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

POND'S, a beauty brand, used AI technology to drive creativity and gain relevance with millennials and Gen Z consumers.

What we know about marketing to men

Article • WARC Best Practice, May 2021

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.
How to market effectively to men

Article • Scott Manson, WARC Best Practice, February 2017

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.
The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Unstereotyped: How brands can get their gender strategy right

Article • Duncan Southgate, WARC Best Practice, August 2019

Assesses how men and women are portrayed in advertising, and how creating and placing advertising with an eye to brand strategy, media strategy and creative development can transform the performance and value of brands.