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MUSTACHIOED MARKETING
Brands are growing their Mo's in the name of men's health
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Whether it's a Hulk Hogan, a Gomez Addams, or a Ned Flanders, the questionably stylish moustache remains an iconic signifier of masculinity. Leveraging this symbol for a good cause is
Movember
, an annual month-long charity event held every November since 2003. Conceived by a collective of mustachioed Australians ("mo" is Aussie slang for moustache), the now globally popular Movember movement asks men (i.e. "Mo Bros") to grow a 'stache to raise awareness and generate funds towards the research and cure of men's cancers. This year's Movember seems to have inspired more brands than ever to join the cause, with a laudable number showing support in the form of their own quirky, Mo-inspired interactive campaigns. There's never been a better time to put down your razor:
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Canadian Club:
Whiskey and moustaches go hand-in-hand like girls and sample sales. Realizing the potential of this perfect pairing, Canadian Club is in its second year of Movember sponsorship. The brand created a
"Mo Your Friends" Facebook app
that allows users to digitally add moustaches to their friends' otherwise inconspicuous photos. Canadian Club, in partnership with Thrillist, also created the
Mo Dough Photo Sweepstakes
. Interested Mo Bros and Mo Sistas - fake 'staches are also accepted, so lacking the facial hair gene is no excuse - can submit photos of their mustachioed selves, for a chance to win $1,000 dollars and a spa day intended for removal of the charitable moustache. Although, after a month of looking like Burt Reynolds, you may want to just get a massage instead.
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Pepsi Max:
In order to participate in the Movember festivities, interested Mo Bros had to begin barefaced on November 1st, allowing for maximum growth potential throughout the month. Rather than focusing on the end product, the zero-calorie soda brand (for men whose testosterone prohibits them from drinking Diet Pepsi) is highlighting the sometimes unfortunate looking growth process via the
Mo-Mento Maker
. Kind of like
Daily Mugshot
, the
Facebook app
lets users create a stop motion video of their 'stache's transformation from John Waters to David Crosby. After seeing themselves mid-growth, these participants may never want to abandon their Gillette again.
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Rockstar Games:
As if helping raise money towards cancer research wasn't enough, the video game developer is giving Movember participants a shot at being the next iconic video game character.
The Red Dead Redemption Movember Event
gives wannabe stars a chance to be immortalized in the upcoming action adventure game Red Dead Redemption. Interested parties need to submit a photo of their mustachioed mug sometime before the end of the month, and the winning mug will be featured in the 2010 launch of the game. Fortunately, the Mario Bros aren't allowed to apply.
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* trendcentral articles are designed to be trend reports, not endorsements * The Intelligence Group is a trend-forecasting and marketing Consultancy focused on Gen X, Gen Y and Tweens. For more information on our services, or to subscribe to our syndicated studies, The Cassandra Report, Tween Intelligence, Latino Intelligence, and Mom Intelligence, contact Alina Goncalves at 212-277-5299 or via email at agoncalves@intelg.com.
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