Marketing to Men

You can't reach the modern man unless you understand him. As an advertiser, you need to know not only how much disposable income he has, but also how he spends his money and his time. In this section, learn about what makes the modern man tick—and how to reach him.

Featured Content: State of Man

Harris Interactive surveyed 1,000 American males on who they are, what they do and how they see life. These results were weighted to reflect the demographics of the larger population.

Armed with this information, marketers can better target men and reach them where it matters (in their wallets).

Want to know the average time spent daily by men on playing video games? Or what men would do with $50,000 in 1992 versus 2012? Download the entire report and learn more about reaching the desirable modern man.

Download the Complete Report
View the State of Man Infographic

Case Studies

A Midsummer's Movie Night Under the Stars With Two Beloved Icons

Porsche USA and Playboy are brands that are not afraid to tread their own paths. Despite what others may be doing, Porsche USA actively seeks to stretch boundaries in its commitment to continually improve. At the same time, Hugh M. Hefner has always been a proud supporter of cinema and its ability to freely express philosophies without limitations through film. To this day, Hef's love for movies continues with one of the most intimate activities at the Playboy Mansion: a weekly movie night in his private screening room. To promote the launch of the 2014 Porsche Cayman, these two legendary brands came together in a celebration of icons in film, including those that Porsche USA has played a starring role in over the decades. Reflecting the rebellious spirit of the Cayman, Playboy hosted tastemakers and rebels, individuals who have overcome personal and career barriers to achieve success, for an exclusive screening of "Risky Business" on the eve of the film's 30th anniversary. In the famous words of Tom Cruise's character, "Porsche. There is no substitute."


Jaguar USA Drives Home its Model of the Year
with Playboy's Model of the Year

Luxury car brand Jaguar USA sought to turn heads with its introduction of the 2014 F-type. The automaker partnered with Playboy to create an integrated program with a faux Playboy cover featuring 2013 Playmate of the Year Raquel Pomplun and an in-book advertorial peppered with QR codes linked to exclusive videos of the shoot. It also included a cross-channel video unveiling and a broadcast extension on "Jimmy Kimmel Live," among other elements. This program generated more than 300 million impressions for Jaguar USA. The program culminated with a celebration of the exclusive high-performance car at a private cocktail party at the Concours d'Elegance in Pebble Beach, Calif. The event, hosted by Cooper Hefner during the Pebble Beach Automotive Weekend, brought together a select group of celebrities and connoisseurs of art and technology as Jaguar USA shone the spotlight on its new luxury model.


Shorn Again, Not Your Father's Brylcreem

With the retro-barbershop revival in full swing across the country, men are flocking to throwback shops that embrace an era of manly grooming.

The sudden resurgence of Hollywood's leading men using the original men's grooming aid Brylcreem for their red carpet looks prompted parent company Combe Inc. to reintroduce its iconic product as a modern heritage brand to a new generation. Playboy's lead stylists and photo team partnered with Brylcreem to create a stunning fall style guide to help men achieve the brilliantly classic look, with content distributed via print, digital, mobile and social platforms-including tapping Playboy's almost 10 million Facebook fans to relaunch Brylcreem's new fan page.

The synergies between two iconic American brands are expected to help Combe grow Brylcreem's social media presence and build a new user base for the stable of branded styling products.


'True Blood' Raises the Stakes at Comic-Con

It takes a lot to create buzz amid San Diego Comic-Con International's buzz-worthy celebrities, cosplay sightings and entertainment announcements. Yet Playboy succeeded when it partnered with the HBO hit "True Blood" in the Playboy/True Blood 2012 Event, an immersive entertainment and brand experience designed to spur social conversations and media placements.

Playboy transformed a 40,000-square-foot area in downtown San Diego's Gaslamp Quarter into "True Blood's" setting, Bon Temps, La.—including its cemetery, a popular local vampire biker bar and a supernatural burlesque hot spot. The program-specific location replicas were designed to allow attendees to act out their own vampire fantasies.

When guests entered, they were asked to choose their own adventure in one of three iconic "True Blood" sets. Each offered a once-in-a-lifetime experience, including a fang photo booth, an on-site makeup artist and a print-on-demand T-shirt opportunity. The event captured more than 100 million social and media impressions, turning the local San Diego event into a global phenomenon.


'Bad Grandpa' Gets Great Buzz

Actor Johnny Knoxville has made a career out of shocking people with his outrageous antics. His new movie, "Jackass Presents: Bad Grandpa," features the star playing an 86-year-old and brings his genius to a new, unsuspecting audience.

To create word of mouth and social buzz, Paramount Studios partnered with Playboy to celebrate the film's wild stunts and capture the reactions of real people to its lead character by producing an advanced screening of "Jackass Presents: Bad Grandpa" with more than 50 Playmates and female fans. There, the crew followed Knoxville, dressed in character as bad grandpa Irving Zisman.

During the event, Knoxville-as-Zisman interacted with Playmates, playing tennis and touch football and jumping on a trampoline as well as lounging poolside.

The program garnered hilarious results driving millions of views. In addition, Paramount created videos from the Playboy filming that ran as promotional spots on Comedy Central, MTV and Spike TV as well as on and Playboy's YouTube page and that will be featured on the DVD of the film.


Pumping up 'Kick-Ass 2'

Playboy and Universal Pictures promoted the opening of the studio's new movie, "Kick-Ass 2," at San Diego Comic-Con International. Universal Pictures partnered with Playboy to set up an interactive playground, creating a "Kick-Ass" experience to boost brand awareness for the franchise and mark the film's opening across media and social channels.

The event featured a live-action stunt show sponsored by fragrance brand AXE Black Chill celebrating the evolution of female superheroes. Partygoers were treated to zip-lining crusaders, explosions and fight sequences. The event included sponsored photo booths, celebrity bungee jumping and an opportunity for attendees to become villains or heroes while mingling with A-listers from the theatrical's cast and crew.

The event bowed to impressive results, garnering 300 million media impressions and 80 million social impressions overall.


Related Articles

Looking to learn more about marketing to men? Click through to read research, stories, and commentary from Ad Age.

What's the Deal for Guys? It's All About the Bragging Rights.

How do men shop for bargains? Results of an survey give more insight into that question.

Read More

Proud Sponsor of Moms Gives Dads Some Love

P&G targets fathers with a new video campaign.

Read More

How the Women Running Ruffles Unscrambled the 'Bro Code'

Frito-Lay’s three-year research effort results in a new bro-targeted campaign.

Read More

How to Connect With the Heart and Mind of the Male Shopper

Five tips help marketers reach the male shopper.

Read More


Playboy's 60th Anniversary Contest
Gallery of the Winners

To mark 60 years of great marketing to men, Playboy launched a contest for all advertisers that signed up for its January/February 2014 anniversary issue. And the winners are...

Grand Prize - BMW Mini Cooper

Grand Prize – BMW Mini Cooper ×

Winner / Iconic - Mazda

Winner / Iconic - Mazda ×

Winner / Intellectual - Anheuser-Busch Budweiser

Winner / Intellectual - Anheuser Busch Budweiser ×

Winner / Indulgent - Diesel Spa

Winner / Indulgent - Diesel Spa ×

Winner / Influential - TBS Conan

Winner / Influential - TBS Conan ×


For almost six decades, Playboy has served as a touchstone for men, a trusted adviser for an aspirational lifestyle and one of the most recognizable brands in the world. Playboy scores the highest of the men's monthlies for reader engagement, according to Gfk MRI, ranking No. 1 for being one of their favorite magazines and No. 1 for readership of all four of the last four issues.