3 WAYS BRANDS FAIL MEN…
AND HOW TO SOLVE THEM
Junior Strategist & Copywriter
January 29, 2020
STOP BORING HIM
The male grooming category is awash in a sea of sameness. Overtly phallic form language, trite color schemes, and hyper-aggressive design are meant to attract men at
TEACH HIM SOMETHING
There is an absence of education at
AN OVERRELIANCE ON “HUNTING COLORS”
According to color theory, colors such as yellow, black, orange, electric green, and red signal danger in the natural world as evidenced by wasps, tigers, venomous snakes
EMPLOY “HUNTING COLORS” AS ACCENTS
Disrupt the category by introducing a new color palette (or even texture) and incorporate hunting colors as accents. Remember that men “hunt” at shelf, so they will still pick up on these cues consciously or unconsciously, but let the focus be more on the product’s benefit as opposed to relying on a clichéd color scheme to attract and engage male consumers.
DON’T FAKE IT
Male consumers understand that spraying on a certain deodorant will not make women flock all over them or drinking one beverage over another makes them astronomically manlier. Yet the grooming industry continues to overwhelmingly push these gimmicks. However, these outdated marketing gimmicks tend to backfire because they rely on infantilizing and patronizing men with wide-sweeping claims that are totally devoid of facts. Moreover, exaggerating statistics or making false claims on pack is a huge no-no as men love their ability to accurately—and at the drop of a hat—recount facts and figures as a form of social ritual and acceptance.
KEEP IT SIMPLE
Ensure that any data on