# Manvertising Campaigns and branding blatantly targeted at men only. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Dec 15, 2011, updated Dec 20, 2011 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/manvertising ## Key Figures - Trend score: 4.0/10 - Evidence articles: 7 ## 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. ## At a Glance - Evidence: 7 featured examples - Articles from: Jun 15 to Dec 8, 2011 - Published: Dec 15, 2011 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Manvertising trend ### Manvertising Brands creating campaigns and marketing tactics that are specifically marketed to men. ### Hyper-Masculine Branding Creating an aesthetic that targets a male-dominant mentality. ### Male-Focused Marketing Campaigns Brands developing products and marketing them specifically with men in mind. ## What the Manvertising trend means for industry ### For 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 for Manvertising Trend score 4.0 out of 10, from popularity 70%, activity 41%, freshness 8%. - Popularity: 70% - Activity: 41% - Freshness: 8% ## Examples of the Manvertising trend 7 featured examples from Jun 15 to Dec 8, 2011. - [Male-Oriented Retail Playgrounds](https://www.trendhunter.com/trends/shoppers-daycare-for-bored-men): IKEA Manland Gives Boyfriends and Husbands a Break from Shopping (Category: Marketing) Implication: Retailers can capitalize on the opportunity to create male-friendly shopping environments by incorporating entertainment features and amenities, ultimately enhancing the overall c… - [Testosterone-Filled Tea](https://www.trendhunter.com/trends/tea-for-real-men): Billy Tea Creates an Unconventionally Masculine Ad Campaign (Category: Marketing) Implication: Opportunity for beverage companies to create ad campaigns that evoke nostalgia and resonate with consumers. - [Male-Targeted Detergent](https://www.trendhunter.com/trends/cleanjet-branding): Cleanjet Branding Markets Convenient Guygiene (Category: Marketing) Implication: Developing a line of male hygiene and personal care products catered towards the male demographic has endless possibilities. - [Men-Only Social Campaigns](https://www.trendhunter.com/trends/pepsi-max-bromitment): Pepsi Max 'Bromitment' Wants You to Make a Promise to Your Buddies (Category: Lifestyle) Implication: Disruptive innovation opportunity: Create loyalty programs for beverage brands that reward customers for pledging loyalty to their friends. - [Social Bromance Campaigns](https://www.trendhunter.com/trends/pepsi-max-australia-top-mates): Win a “Bro-cation” With Pepsi Max Australia ‘Top Mates (Category: Lifestyle) Implication: 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… - [Male-Focused Diet Drinks](https://www.trendhunter.com/trends/dr-pepper-ten): Dr Pepper Ten Campaign Gives Manliness to Calorie-Counting (Category: Marketing) Implication: Opportunity for beverage companies to create products that cater to specific gender demographics. - [Macho Monthly Packages](https://www.trendhunter.com/trends/hiskit): Hiskit Targets the Best for Men Every Month (Category: Pop Culture) Implication: Subscription-based businesses can leverage the success of Hiskit's monthly sampling service by offering their own low-risk trial opportunities for consumers. ## Recent trend clusters - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Ambient Assistance](https://www.trendhunter.com/protrends/ambient-assistance) (Tech) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Marketing](https://www.trendhunter.com/marketing)