Six-Packs Still Rule When Marketing To Aussie Blokes

Six-Packs Still Rule When Marketing To Aussie Blokes
SHARE
THIS



Men’s abdominal muscles remain one of the most powerful ways to market to Aussie blokes despite other overseas brands starting to ditch the clichéd and tired concept.

For a decade or more chiselled abs have been one of the prime ways to flog blokes anything from fragrances, health magazines, cat food and European cars.

However, American youth fashion brand Abercrombie & Finch has decided that taught stomachs pedalled by the likes of Beckham, Gosling and, more recently, Justin Beiber are no longer the marketing weapon they once were.

By 2014, company CEO, Mike Jeffries, still believed in the marketing pull of a “six pack”; however, plummeting sales of the brand told another story and Jeffries was swiftly removed from his post and all Abercrombie & Finch models ordered to cover their stomachs ever since.

Arguably the greatest agitator for the “abs = sales” mantra has been Men’s Health magazine, and its Australian editor, Luke Benedictus, says a concrete tummy still remains one of the best tools when marketing stuff to men.

“The Abercrombie & Finch campaign is the exception rather than the rule,” Benedictus told B&T.

“Particularly when it comes to the grooming category – brands like Tom Ford, Calvin Klein still capitalise on the selling power of the male physical form.”

Benedictus argues fashionable ‘AB’ males – readers of his magazine, reportedly – are typically more “body conscious” and more “image focused” than the average “Joe Blow” on the street. He adds his magazine cover images –  that typically feature a rippling set of stomach sinew – remain his top sellers and argues – quite rightly, too – that our fascination with men’s abs is hardly anything new.

“When Michelangelo sculpted ‘David’ he didn’t create some jowly bloke with a beer-gut, did he?” Benedictus argues.

“Men’s Health runs a mix of cover stars – both shirtless and clothed – and our best-sellers still tend to include more of the former category. That just proves that these images still resonate,” he said.

Latest News

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion
  • Marketing

US Cult Brand Yeti Enlists Alley To Drive Australian Expansion

American cult brand Yeti has its international expansion sights on Australia and has enlisted digital marketing agency Alley to make its mark. The Texas-based company has reinvited the luxury cooler and outdoor accessories market, and Yeti’s partnership with Alley has already begun. Clayton Anderson, content and marketing manager at Yeti Australia, said: “We have big […]

The Five Annoying Habits You Need To Break
  • Opinion

The Five Annoying Habits You Need To Break

Scott Stein (pictured below) is a leadership and productivity specialist and author of Leadership Hacks: Clever shortcuts to boost your impact and results. In this guest post, Stein looks at the bad habits we all need to ditch to get our lives motoring once again… Do you ever feel like there are not enough hours in the […]

Motivation & Commitment: Why The Two Are Not The Same
  • Opinion

Motivation & Commitment: Why The Two Are Not The Same

Lisa Stephenson (pictured below) is a global speaker, leadership consultant success coach and author of life strategy book Read Me First. In this guest post for B&T, Stephenson says understanding how motivation and commitment differ could be a good way to achieving your goals… Working as a success coach has shown me that motivation happens on the inside and for […]

Opinion

by B&T Magazine

B&T Magazine
Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs
  • Advertising

Thinkerbell Combine Cooking And Cabs In New Work For 13Cabs

A new TV series featuring celebrity cook, Anna Gare, and a team of real-life cabbies, hits the screens this week. The show, Anna Gare’s Cab Fare, follows the TV cook as she gathers stories and recipes from 13cabs’ diverse network of cab drivers – culminating in the creation of delicious dishes inspired by Australian drivers […]

Made In Katana Appoints Dylan Adams As Head Of Production
  • Advertising
  • Marketing
  • Media

Made In Katana Appoints Dylan Adams As Head Of Production

Australian-owned creative agency Made In Katana (MIK) has announced the appointment of Dylan Adams as head of production to support its growth in Asia. Adams is an ARIA award-nominated record producer, mix engineer, audio engineer and audio specialist. He joins MIK after a stint as head of music at post-production house Sound Reservoir. In his […]

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships
  • Media

Mamamia Media Group Appoints Howard Wilbury As Head Of Partnerships

Mamamia has announced the appointment of Howard Wilbury to lead its premium partner division M+. Wilbury’s background spans both media owners and creative agencies, with stints at Channel [V], Westfield, DDB and M&C Saatchi. His most recent role was leading a full-service creative and production agency within the M&C Saatchi Group. Tony Prentice, chief revenue […]

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School
  • Marketing

Former Agency Boss Andrew Baxter Joins University Of Sydney’s Business School

The University of Sydney Business School has announced the appointment of Andrew Baxter as an adjunct Professor of Marketing. Baxter is currently a senior adviser for KPMG’s entrepreneurial Customer, Brand and Marketing Advisory (CBMA), and previously headed agencies Ogilvy and Publicis here in Australia. In his new role, Baxter will work to establish a dialogue […]