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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.

Workshop Question - As social standards around gender and masculinity continue to evolve, how are you adapting your messaging accordingly?

SCORE 4.4

Popularity

Activity

Freshness

Megatrends

Patterns

6 Featured, 54 Examples: 220,680 Total Clicks

Date Range: Jan 14 - Sep 16

Trending: Warm

Consumer Insight Topics: Art & Design Marketing

Featured Examples

Military-Inspired Sneaker Concepts - NEXUSVII Redesigned Converse With a Militant Inspiration

SCORE 5.3

Warm 1,340 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 4.8

Average 3,542 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 4.2

Average 1,882 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 5

Average 1,087 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 3.8

Mild 2,448 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 1.7

Untested 481 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]