Product
Company
owned by
Procter &
Gamble
Target Positioning
Market
18Sporty
35yrs
associates
with
sport
celebrities
Other information /previous marketing campaigns
Gillette
Instant
Hydration
SPF
15
moisturiser
Nivea for Beiersddorf 18Men
35yrs
Branding profile – ‘marketing the masculine’
http://www.marketingmag.com.au/blogs/the-best-a-brand-can-get-gillette-brand-profile-9183/
campaigns
http://www.prnewswire.com/news-releases/gillette-launches-new-global-brand-marketing-campaign62090647.html
Everyday
Targeting female partners and sampling
quality
http://www.womma.org/casestudy/examples/create-an-evangelism-program/how-nivea-for-men-gotproduct for all men-talk/
men
Local grass roots sports sponsorship
http://www.niveaformen.co.uk/nivea_for_men_england_cooperation/thegreatfootballexperiment.html
Sponsorship of Men’s Health Man 2012-10-29
http://au.lifestyle.yahoo.com/mens-health/mh-man/
Loreal Men L’Oreal
Expert
Paris
Hydra
Energetic
SPF15
AntiFatigue
moisturiser
International
http://danfromstandout.com/2011/09/10/loreal-men-expert-expert-marketing/
stylish appeal
association
What did L’Oreal do right:
with
 Positioning (Men Expert) is brilliant.
entertainment  Packaging is outstanding, high perceived value, technical dispensers, loads of dynamic secondary
celebrities
messaging and technical illustrations.
 Celebrity alignment is spot on. Patrick, Gerrard, Eric, Hugh, all they need is Jason Bourne, Tony
Montana, Indiana Jones, Tinie Tempah and Plan B and they’re sorted.
 They found the budget to spend in media.
 Most importantly, they got the product right. The product is outstanding.
1835yrs
1835yrs
Olay Men’s Procter
&
Examples of marketing campaigns
Online
http://theinspirationroom.com/daily/2011/loreal-men-expert/
http://www.pixman.hu/CaseStudy_LOreal_en.pdf
sampling
http://www.pixman.hu/CaseStudy_LOreal_en.pdf
Female
Solutions
moisturiser
gel
&
normal
Old Spice
SPF
15
moisturiser
Gamble1835yrs
Procter & 18Gamble
35yrs
product
purchase
decision
association
 Alexa oldspice.com website analysis
The audience visiting the American old spice website tends to be:
males
- under the age of 35
- childless
- browsing from work
- average income between 60-100k
- predominately caucasian
- average time on site is 3 minutes with 44 seconds on each page view
* Marketing Plan objectives –
Activit
y
January
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
February
March
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
Facebook
page
launch –
like our
page to
get a free
sample
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
April
May
June
July
August
Septembe
r
October
Novembe
r
Decembe
r
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
You tube
video
launch
based on
extension
of GDN
concepts
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
Google
display
network
interactiv
e banner
ads –
targeting
specific
websites
relevant
to target
market
Launch
facebook
photo
comp
Marketing Week - http://www.marketingweek.co.uk/what-men-want-from-a-brand-relationship/3018175.article
Shopping habits
Sanex and Radox are personal care brands that are favoured by male participants when it comes to a shopping trip task that FreshMinds set the group.
Women tend to favour brands such as Nivea for Men, Sure for Men and Original Source when they go shopping for a man. Women are more likely to stick
with brands that they like, while men are more likely to opt for discount offers, the shopping task reveals.
Brand awareness, scent and appearance also play a part in the decision making process. Some look at how a product will look in their bathroom, while
others note that they have bought a certain brand before.
“Women tend to buy the male version of a brand that they know smells relatively neutral,” notes FreshMinds’ Leathwood.
Keep smiling
Humour emerges as the best way to market a traditional women’s product to men. In discussions around marketing a theoretical low-calorie hot chocolate
drink to men, participants in this study agree that a humorous scenario challenging the perceptions of masculinity might convince some men to purchase a
low-calorie drink.
“It’s not about using the concept of getting a girl to make it appeal to you, it’s more about making it acceptable among your own peers,” comments one
member of the under-35s age group, while another from the over-35s group adds: “You’ve got to have a sense of humour, but it’s got to tax your
intelligence as well.”
“Humour has a powerful appeal,” says Leathwood. “A humorous ad can position a brand higher up in men’s consideration, simply through developing this
positive association.”
Media brands for men
Media brands have been evolving to reflect a growing demand for content that better meets men’s needs. In traditional media, free magazine title Shortlist
has quickly developed a loyal following thanks to its use of witty columnists, while television channel Dave has carved out a niche by providing engaging
content for men.
The channel appeals to “everyday men”, says marketing manager Julia Restall. She explains: “We didn’t deliberately set out to call it a man’s name. But
everyone has a friend called Dave – it’s an everyman name, not intimidating; a friendly, middle-of-the road name that doesn’t alienate.”
Dave’s tagline, “the home of witty banter”, is driving the channel to commission its own original content, evolving it beyond the days when it only broadcast
material from the BBC archives.
It has recently launched Dave’s One Night Stand, which involves high-profile comedians doing one-night gigs in their home town. The channel has attracted
male-oriented brand partners such as Cobra beer in addition to brands that wouldn’t typically be associated with men, such as Cadbury and Penguin Books.
Restall adds: “It’s less about whether a brand is male or female but about targeting brands that are like-minded and have a similar tone and personality to
us.” She also reveals that Dave is open to extending its brand into products beyond TV.
It’s not just television and magazine brands that are turning their attention to what men really want. Online content is an area that brands are rushing to
exploit because young men are the earliest adopters of online video, according to data from the Broadcast Audience Research Board. Content distribution
service ChannelFlip is just one outlet that is tapping into this with its online video service reaching a largely male audience aged 17 to 35.
ChannelFlip has helped develop a partnership between comedian David Mitchell and toiletry brand Bulldog to create the Soapbox series (see Personal Care
Brands For Men box). It has also developed and syndicated branded content for clients such as O2, Dave, Cadbury, Volvo, Olay, Pepsi, Sky and Magners.
Developing branded content is a successful approach, claims ChannelFlip co-founder Wil Harris, because viewers see the brand message as part of the
show, and not as an interruptive advertisement. “By giving viewers entertainment in return for their attention, the brand understands the need to create
communities and dialogue with their audience,” he says.
Sales director Barney Worfolk-Smith adds that ChannelFlip’s brand partners have evolved over the past year, moving from the entertainment and
technology sectors to automotive and, most notably, large FMCG brands, indicating a growing awareness of a male audience in this online space.
Creative concept ideas



Manliest man campaign
What type of man are you – submit a pic with your style – can select a disguise to personalise the image e.g. moustache, hat, glasses, sport
equipment, tradie equip, etc.