Militant Masculinity

Army-inspired imagery is used to personify the classic man in marketing

Implications - Diverging from the more flexible concept of masculinity seen recently, military-inspired marketing paints a picture of the classic male figure. Though this image is antiquated for some, that nostalgia adds to the charm. This points to the meaning of military -- discipline, loyalty, and measured aggression -- and its connection to manhood in the eyes of consumers.
SCORE: 6.5
This Quarter and Warm Top 6 Examples: 7,916 Total Clicks Jan 14 - Sep 16
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Consumer Insight Topics: MarketingBrandingCommercials
Military-Inspired Sneaker Concepts - NEXUSVII Redesigned Converse With a Militant Inspiration
SCORE: 7.3
This Year and Hot 758 Clicks Pub: Aug 17, 16
Military-Inspired Sneaker Concepts
NEXUSVII Redesigned Converse With a Militant Inspiration
These redesigned Converse were made to celebrate NEXUSVII’s 15th anniversary. The Japanese fashion brand collaborated with Converse to create a shoe that is equal parts functional and unique.... [More]
Coated Hardware Cartons - Uniformed Nail Packaging Personifies the Strength of Construction Material
SCORE: 5.4
Warm 2,785 Clicks Pub: Jan 7, 15
Coated Hardware Cartons
Uniformed Nail Packaging Personifies the Strength of Construction Material
This uniformed nail packaging concept called Strong Nails is meant to accomplish a number of things. Beyond simply containing a bulk quantity of hardware, Vlad Mikhailov’s design succeeds to... [More]
Toy Soldier-Inspired Arthritic Ads - The Voltaren Max Campaign Focuses on the Joy of Movement
SCORE: 4.6
Warm 1,608 Clicks Pub: Apr 11, 14
Toy Soldier-Inspired Arthritic Ads
The Voltaren Max Campaign Focuses on the Joy of Movement
The Voltaren Max ad campaign puts a new spin on arthritis by comparing the rigidity and pain most people suffering from the disorder feel to the immobility of classic plastic toy soldiers. Not only... [More]
Camouflaging Military Timepieces - The G-Shock Master Keeps Up With Rugged Outdoor Use
SCORE: 7.1
This Quarter and Warm 439 Clicks Pub: Sep 15, 16
Camouflaging Military Timepieces
The G-Shock Master Keeps Up With Rugged Outdoor Use
The G-Shock Master offers consumers a military timepiece designed exclusively for outdoor and rugged use in the dessert with added features suited to travelling through the wilderness. The watch,... [More]
Patriotic Whiskey Bottles - Pendleton's Blended Whiskey Honors Past and Present Soldiers
SCORE: 4.6
Warm 1,916 Clicks Pub: Apr 13, 15
Patriotic Whiskey Bottles
Pendleton's Blended Whiskey Honors Past and Present Soldiers
As a premium blended whiskey, Pendleton is releasing a limited edition bottle that will help to raise funds for Wrangler National Patriot, a program that supports men and women who are actively... [More]
Military-Minded Deodorant Ads - The Axe Peace Line of Products Preaches Love Over War
SCORE: 2
Untested 410 Clicks Pub: Jan 23, 14
Military-Minded Deodorant Ads
The Axe Peace Line of Products Preaches Love Over War
AXE Peace’s new marketing campaign is a mix of aggressiveness and tenderness all at the same time. The campaign takes a look at the current global conflict and puts its own AXE branded spin on... [More]