Happy Valentine's Day

For a lot of guys Valentine's Day can feel akin to blowing up the Death Star. Yet, we can't say that we have seen anyone take the lead this year and really give guys the hand they would gladly take. And no, ProFlowers.com's incessant sports-radio ads do not count.

So, for all those with good intentions that lack the skills or means to deliver, here's to Saturday going smoothly. And for all those marketers like us, here's to giving guys the help they want to get it done next year.

Remember, even if you blow up the Death Star, there's always another.

The first diet cola for men, eh?

After getting a chuckle out of the slapstick comedy of Pepsi Max’s “I’m good” Super Bowl spot, I decided to peruse Pepsi’s site and found an even more amusing commercial that I hadn’t seen on the air.



Mmmm, pepper spray. Between the exaggerated theories of what makes Pepsi Max taste so good and the manly crushing of the can “made from the hull of a nuclear submarine,” the spot and deep voiced announcer might just appeal to the furrier gender. But are either commercials enough to get men to drink a diet cola?

Pepsi’s attempts to create a low calorie beverage for men who are trying to be healthier but not wanting to have to say “diet, please” at the drive-thru window, have the facts to back up the product launch. With one-third more caffeine than Diet Mountain Dew, Pepsi Max also contains ginseng, a trendy energy drink ingredient.

Wondering how much further Pepsi Max had taken the campaign, I was shocked to find BBDO Dusseldorf’s print ads, featuring an illustrated suicidal calorie. Two of the ads are playful enough to be humorous, the beaver chewing through the log is even slightly amusing. But the cartoon calorie offing itself with a gun takes it too far. Pushing the boundaries is one thing, Pepsi Max will get a reaction, but I don’t imagine a very positive one. And the bizarre ads are European, go figure.

Maybe men will love “their” cola, but I could see Pepsi Max following in the tracks of its cousin, Crystal Clear Pepsi, with its small cult following of fans that still write petitions to Pepsico to bring it back. Another hurdle will be the competition, Coke Zero, sharing the men target – but Pepsi is the first to bravely position themselves as "diet."

Men Gotta Eat Good, Too

While wandering around World Market the other day, I happened across some bread (in the, wait for it, bread aisle) that I thought I should photograph. Men's Bread is a product from the Earth- and Body-Friendly French Meadow Bakery.

According to French Meadow, Men's Bread is:

With 15 grams of protein and 0.28 mg of soy isoflavones per serving, Men's Bread® is rich in protein and a good source of dietary fiber and magnesium. Sprouted grains bursting with vital nutrients and vitamins are easy to digest, so you can savor a slice any time. Men’s Bread® has been clinically tested by the Glycemic Institute and is certified as Low Glycemic for Diabetics.

To be honest with you, I don't really know if the ingredients of the bread are better for men, but if they're marketing it as "Men's Bread," then it must be manly-er than other breads (ahem).

Are sports the new religion?

Recently, I’ve been reading Buy-ology, a book that discusses our subconscious responses to issues closely related to advertising. Yes, the book title is a lame pun, but Martin Lindstrom presents some fascinating information throughout his book.

Through fMRI analysis, Lindstrom found that men, who claim to be religious, demonstrate similar emotional responses in their brains when exposed to both sports and religious icons. Subconsciously speaking, a sporting event elicits a weaker response than religious rituals, but the neurological activity is still highly comparable.

So, what does this mean? Do men worship sports teams like religions?

In one word – no. Although, I do know a few people who named their kids Joe after Joe Montana led the Chiefs to the AFC Championship game. But, I digress.

There are some fascinating things to garner from this study.

One obvious conclusion is that it’s beneficial for a brand to attach itself to a sporting event. More importantly, that brand needs to become an integral part of the sporting ritual. If it’s able to do this, there’s a far greater chance the product will attract male consumers. Just look at how Gatorade has become the focal point of joyous celebrations on NFL sidelines. Everyone views Gatorade as an integral part of the game day experience and it’s remained the sports drink leader for years.

On the flip side, can anyone tell me who sponsored this year’s Super Bowl halftime show without looking it up? Yeah, me neither. Simply sponsoring an event is never enough.

On a subtler level, this study can be applied to an overall branding approach for men. From logos to pregame warm-ups to communal penance, both sports and religions are full of symbols and rituals. In order to talk to men, it’s fundamental to develop some of these same things for your brand. What can you logically associate with your products that men will relate to? How can you create imagery for your brand that will speak directly to men? What rituals can you surround your products with that men will partake in?

There’s no silver bullet or magic answer. Each situation is different. It takes research and an innate understanding of your target to effectively answer these questions.

And even if you think they’re crazy, the next time you see guys ranting and raving about a bad call, jot down some notes. Simply studying their behaviors might help revolutionize your brand.

The Tables Have Turned.

Since the dawn of time men have struggled trying to figure out exactly how women work. We resort to calling them fickle, confusing, illogical and just as complex as we are.

Wait, did I say they’re just as complex as we are?

That’s right. Or so says Bandai with their new product that’s hitting shelves in China.

Bandai interviewed thousands of men to create this “how to on men” handheld for women between the ages of 20 and 30. Since the Google translation is gibberish, we’re not sure exactly how it works nor the type of advice the handheld will provide.

But, here’s to hoping Bandai’s advice is better than that found in Cosmo magazines.

Lancome "loves men."

A recent post at one of Mantone343's favorite packaging blogs highlighted Lancome Men's skincare range. We too think the packaging design is sharp and masculine and would be right at home in a lot of guys' medicine cabinets. The copy however, delivers a conflicting message.

Using language from women's skincare and cosmetics just won't cut it any more if you are targeting modern men. Terms like "Anti-age Perfecting Fluid" isn't something that is going to resonate with guys and their problem:solution mindset. No matter what Clive Owen says.

(Yes, it is apparently skincare week here with our last post.)

Men's skin has needs, too.

Marketing hand lotion to people with dry skin should be an easy task. Right? Wrong. Especially when men are your targeted market.

For the most part, men don’t like lotion. In fact, they hate it. If you don’t believe me, take a look at most guys’ hands. They’re dry, cracked and in some serious need of lotion.

So, how does a company get men to use hand lotion?

Just ask Vaseline.

Vaseline did what all brands should do: they took the time to understand their audience in order to speak their language. Most men use lotion only when they have to. They use it as a last minute; last ditch effort for skin recovery. In an attempt to make this use relevant, Vaseline decided to tap into working out as an overarching theme. Have you ever seen men’s post-workout rituals? It’s normally chalk full of protein and nutritional supplements that help their bodies heal.

Notice a recovery parallel here? Yeah, we thought so.

Also, by referencing exercise while talking about skin strength, Vaseline is able to show its product’s benefit in a meaningful way to their audience. Exercise makes muscles strong. Vaseline makes skin strong.

Oh, and an extra kudos to Vaseline for not distilling their brand message down to some stereotypical macho man speak. I’m looking at you, Dial.