Schick, a razor and personal care brand, launched a men-targeted campaign earlier this month called 'Pursue Your Passions.' The initiative builds on an existing campaign called 'Be You. No One Else Can.' which portrays "real men with quirks, flaws, passions, and everything else that makes them who they are."
The 'Purse Your Passions' contest builds on a recent survey by Schick which revealed that 8 out of 10 Canadian men have neglected their hobbies, mainly due to financial constraints. The collected data also highlights that men feel underrepresented in contemporary advertising, with only 24% seeing themselves reflected and 73% believing that ads present unrealistic depictions of men.
To participate in the men-targeted campaign, one needs to follow Schick's Instagram account and share a video of their passion. The contest offers four cash prizes of $5,000 each
Image Credit: Schick
Key Themes Behind This Trend
- Authentic Men-targeted Campaigns
- Opportunity to create more campaigns that appeal to men by showcasing authentic experiences and passions.
- Encouraging Pursuit of Passions
- Disruptive innovation opportunity to support individuals in pursuing their hobbies and passions through brand initiatives.
- Addressing Underrepresentation in Advertising
- Opportunity for brands to create inclusive advertising that represents men and challenges unrealistic stereotypes.
Where This Applies
- Personal Care
- Innovation opportunity for personal care brands to develop campaigns that connect with male consumers on a deeper level.
- Social Media
- Opportunity for social media platforms and influencers to collaborate with brands in creating men-targeted campaigns that encourage pursuit of passions.
- Market Research
- Disruptive innovation opportunity in the field of market research to develop insights on men's preferences and representation in advertising.
