Men

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How Viagra’s repositioning brought unexpected benefits

News • 13 October 2020

Marketers need to reflect evolving social attitudes and expectations, including a greater openness to discussing personal and emotional topics in order to form more meaningful relationships with consumers; it’s in that context that Viagra has undergo

Social commerce in Southeast Asia sees triple-digit growth

Data • Rob Clapp, WARC Data Points, October 2020

An overview of social commerce's growth and popularity in Southeast Asia (the Philippines, Singapore, Thailand and Vietnam) during the first half of 2020.

SickKids vs. Conventional fundraising

Case Study • IPA (UK), Silver and Best Contribution to Effectiveness through Technology, IPA Effectiveness Awards, 2020

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

How Viagra repositioned to reflect evolving definitions of masculinity in the UK

Article • Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020

Viagra, a drug made by Pfizer to treat erectile dysfunction, wanted to shake outmoded perceptions of its brand and reach men in more emotionally resonant ways.

Zomato: How Zomato won the game before the game

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Shortlisted, 2020

Food delivery app Zomato ran a gamified, multi-channel campaign targeting young male cricket fans in India to drive sales, user acquisition, engagement and regional penetration.

Ad blocking easing in Europe but stable in the US

Data • Rob Clapp, WARC Data Points, September 2020

An overview of ad blocking by year, gender, age and device in Denmark, Finland, Germany, Norway, Sweden, the UK and the United States.

Snickers: Bring Back the Idols

Case Study • Hiroaki Taki, Akie Suzuki, Kaori Yatsu, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Clear Men: Clear Men Swipes All: Hijacking League of Legends

Case Study • Anh Nguyen Ha, Ha Tran, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Unilever-owned shampoo brand Clear Men engaged young males and drove sales in Vietnam by sponsorship of an eSports tournament.

CarDekho: Simplifying car buying for Indians

Case Study • Ankit Singh, Rema Bagga, WARC Prize for Asian Strategy, Entrant, 2020

CarDekho, the online car buying portal, leveraged a cultural insight with a humorous campaign in India.

Half of Americans have boycotted a brand, rises to 67% of high income consumers

Data • Rob Clapp, WARC Data Points, August 2020

An overview of consumer participation and perceived effectiveness of brand boycotts.

Why Viagra shifted the conversation away from doctors

News • 12 August 2020

When Viagra Connect, the over-the-counter treatment for erectile problems, launched into the UK market two years ago, the focus was on functional communications to spread awareness, but today it’s taking a very different approach – here’s why.

How Bevel builds an authentic grooming brand for Black men

News • 11 August 2020

Bevel, a grooming brand made by Walker & Co.

Bevel grooming products stand up to specific needs of Black male consumers

Article • Geoffrey Precourt, Event Reports, ANA Brand Building Conference, July 2020

Bevel, the grooming brand made by Walker & Co., successfully tapped into a gap in the market when it came to meeting the distinct personal-care needs of Black men.

How an Influential Idea repositioned Gillette

Opinion • Lucy Aitken, July 2020

Gillette’s We Believe campaign earned its place on the first level of the Creative Effectiveness Ladder where Influential Ideas attract attention and controversy, writes Lucy Aitken.

India was the second largest TikTok influencer market

Data • Rob Clapp, WARC Data Points, July 2020

An overview of the TikTok influencer market in India.

Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points, July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.

Gillette: Father's Day

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Earned), Gold, 2020

Gillette, a shaving brand, told the stories of men who grew up without fathers in an emotional video on Father's Day to make an impact among men during this key period in the UK.

Burger King: Who said men don't cry?

Case Study • Ali Khalil, WARC Prize for MENA Strategy, Silver, 2020

QSR brand Burger King targeted young Saudis with a social media 'trolling' campaign featuring football icon Sami Al-Jaber to drive sales of its new spicy menu across Saudi Arabia.

Mastercard: Priceless Journeys

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Payment card brand Mastercard gave a human face to the promotions game in Saudi Arabia and Egypt to boost awareness and usage.

Emirates NBD: Inspire What's Next

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Bronze, 2020

Private bank Emirates NBD grew brand favourability and sales with an awareness campaign in the United Arab Emirates.

Etisalat Misr: Hekaya – Family Talk.

Case Study • Dina El Dessouky, Yosr Khalifa, Mustafa Darwish, WARC Prize for MENA Strategy, Bronze, 2020

Egyptian telco Etisalat crafted a comic campaign to narrow the gap between itself and Vodafone and win customers over to its hybrid offer.

Clear: Abtal El Shawarea' (The Stars on the Streets)

Case Study • Yasmin Shehab, Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 2020

Shampoo brand Clear boosted brand favourability and awareness through a football-centred initiative in Egypt.

Saudi Telecom Company: Forget Old Habits

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Entrant, 2020

Telecoms operator STC took over salary week with a multichannel strategy to appeal to male household providers and boost downloads of its STC Pay digital wallet in Saudi Arabia.

Future Men: The Journey to Future Men

Case Study • SABRE Awards, Gold, EMEA, 2020

Future Men, a non-profit organisation, launched a survey on what it means to be a man in the UK and launched the results alongside a debate between its CEO and Piers Morgan to squash old stereotypes of being a man.

Bupa: Check Your Tackle

Case Study • SABRE Awards, Gold, EMEA, 2020

Bupa, a healthcare company, launched a video and display ad campaign featuring famous rugby star and cancer survivor Matthew Rees during the Rugby World Cup to educate British men on the dangers and symptoms of testicular cancer.

COVID-19: Consumer spending and media habits in the UK

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the UK during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
COVID-19: Consumer spending and media habits in the US

Data • Marte Aune, Rob Clapp, WARC Data, May 2020

This report analyses consumer spending and media habits in the US during the novel coronavirus (COVID-19) outbreak, with insights segmented by age, gender and income.
Consumers are more approving of COVID-related advertising than "normal" campaigns

Data • Rob Clapp, WARC Data Points, April 2020

An overview of consumer approval of brands advertising their COVID-19 response and how they are helping customers compared to approval for brands running "normal" campaigns unrelated to COVID-19.
Consumers split on how brands should advertise during COVID-19

Data • Rob Clapp, WARC Data Points, March 2020

An overview of consumer opinion on how brands should advertise in response to the novel coronavirus (COVID-19) outbreak across 13 markets.
What we know about marketing to men

Article • WARC Best Practice, February 2020

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures and at a time of social change.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.