Category
Tech
Automated Upkeep
Trend cluster
Category
Manvertising
Campaigns and branding blatantly targeted at men only.
4.0
Trend score
Trend
What is the Manvertising trend?
Manvertising: Only recently “macho marketing,” which comprised of products made and marketed to men, was being adopted by brands to appeal to their male consumers. Going one step beyond this is “manvertising,” in which campaigns and all marketing tactics are created for, and specifically marketed to, men. These campaigns and branding moves are so blatant that they alienate the opposite sex in the process, meaning that any brand going this route must carefully determine which consumer group is more advantageous to have in the long run.
Trend themes
Themes within the Manvertising trend
Three behaviours holding the trend together01
Manvertising
Brands creating campaigns and marketing tactics that are specifically marketed to men.
02
Hyper-Masculine Branding
Creating an aesthetic that targets a male-dominant mentality.
03
Male-Focused Marketing Campaigns
Brands developing products and marketing them specifically with men in mind.
Industry implications
What the Manvertising trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Developing low-calorie drinks, unique snacks, and packaging that invoke masculinity.
For
Retail
Designing spaces within stores for male-only activities.
For
Social Media
Launching campaigns that leverage 'bro culture' on social media platforms.
Trend signals
Trend signals for Manvertising
Trend score 4.0 out of 10, from popularity 70%, activity 41%, freshness 8%.
Popularity70%
Activity41%
Freshness8%
Audience
90%Men
10%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Manvertising trend
7 featured examples from Jun 15 to Dec 8, 2011CategoryMarketing
Male-Oriented Retail Playgrounds
IKEA Manland Gives Boyfriends and Husbands a Break from Shopping
Retailers can capitalize on the opportunity to create male-friendly shopping environments by incorporating entertainment features and amenities, ultimately enhancing the overall c…
CategoryMarketing
Testosterone-Filled Tea
Billy Tea Creates an Unconventionally Masculine Ad Campaign
Opportunity for beverage companies to create ad campaigns that evoke nostalgia and resonate with consumers.
CategoryMarketing
Male-Targeted Detergent
Cleanjet Branding Markets Convenient Guygiene
Developing a line of male hygiene and personal care products catered towards the male demographic has endless possibilities.
CategoryLifestyle
Men-Only Social Campaigns
Pepsi Max 'Bromitment' Wants You to Make a Promise to Your Buddies
Disruptive innovation opportunity: Create loyalty programs for beverage brands that reward customers for pledging loyalty to their friends.
CategoryLifestyle
Social Bromance Campaigns
Win a “Bro-cation” With Pepsi Max Australia ‘Top Mates
Beverage brands can leverage social media platforms and create campaigns that promote their products through friendship-based marketing, similar to Pepsi Max's 'Top Mates' challen…
CategoryMarketing
Male-Focused Diet Drinks
Dr Pepper Ten Campaign Gives Manliness to Calorie-Counting
Opportunity for beverage companies to create products that cater to specific gender demographics.
CategoryPop Culture
Macho Monthly Packages
Hiskit Targets the Best for Men Every Month
Subscription-based businesses can leverage the success of Hiskit's monthly sampling service by offering their own low-risk trial opportunities for consumers.
