A Look Back at International Men’s Day Campaigns
That Redefined Masculinity
As we roll out another edition of “What Matters the Most in Modern Marketing,” we dive into a topic that often slips under the radar but deserves a spotlight: International Men’s Day campaigns. While International Women’s Day usually steals the show with brand campaigns that celebrate women and challenge stereotypes, a quiet but powerful evolution has been brewing on the men’s front. In the last few years, we saw brands take on masculinity with fresh perspectives, shifting from the stereotypical “strong and stoic” image toward a narrative that is inclusive, authentic, and emotionally resonant.
So, what makes a memorable campaign on International Men’s Day? Let’s explore how brands broke moulds, creating ads that not only celebrated men but also redefined what masculinity means in today’s world.
1 . Breaking Stereotypes, Embracing Vulnerability
Brands like Dove, Starbucks, and DaMENSCH crafted messages centred on men’s emotional health, family roles, and societal expectations. Dove’s “To be a man is to care” campaign ( Dove Men+ Care #ManEnoughToCare | Happy Father’s Day) offered a heartfelt perspective, encouraging men to nurture not just others but also themselves. This refreshing approach resonated widely, emphasising that real strength lies in compassion and self-care.
DaMENSCH’s 30-day #SoSoft campaign highlighted an often-overlooked side of masculinity: vulnerability. In a world where men are traditionally expected to be “tough,” DaMENSCH showed that embracing softness doesn’t make one less of a man. This campaign encouraged men to explore and own their emotional landscapes, presenting a more relatable image that broke down age-old conventions.
2 . Shifting from Stereotypes to Emotional Empowerment
3 . Redefining Masculinity at Home and in Society
Bail Kolhu’s “Rasode main mard hai” ( Daroga and Lala | Rasode Mein Mard Hai | Bail Kolhu)campaign challenged gender roles in the kitchen, celebrating men who love to cook. In a society where cooking is often seen as a woman’s duty, Bail Kolhu’s ad sparked important conversations and showed how gender roles at home are evolving.
And then, Starbucks joined the conversation, bringing inclusivity into focus by portraying a father’s journey toward accepting his transgender daughter. This ad didn’t just tell a story; it challenged viewers to reexamine gender roles, parenting, and unconditional love, proving that marketing can be a medium for meaningful social change.
4 . The Subtle Art of Celebrating Men’s Unique Contributions
While most brands focus on entertaining or informing, Licious turned its spotlight on a cherished Sunday ritual: dads meticulously selecting the freshest meat for the family meal. This nostalgic portrayal hit home for many, underlining that men’s roles within the family are not just supportive but unique in their own way. With the online meat delivery service upending this beloved role, Licious playfully “apologised” to dads, making a light-hearted tribute to their expertise while acknowledging evolving lifestyles.
Sorry Dads | Happy Father’s Day from Licious
5 . Normalising Conversations Around Mental Health
In another powerful move, brands like Khadim India dismantled the harmful stereotype that men should keep their emotions in check. Khadim’s campaign, #MenToo, urged men to open up about their mental health, reminding audiences that emotional honesty is perfectly normal and, indeed, essential. The campaign resonated deeply, as it validated the experiences of men who feel societal pressure always to appear strong.
6 . A Nod to Men’s Mental Health
The evolving narrative around masculinity also extended to mental health. Recognising the higher suicide rates and lack of emotional support that men often face, some brands reminded us that modern masculinity includes asking for help, acknowledging feelings, and understanding one’s limits. This aligns with the Movember movement, where men grow moustaches during November to raise awareness for men’s health issues, particularly mental health. The name “Movember” is a combination of the Australian-English word for moustache, “mo,” and “November,” symbolising not only the need to break the silence on mental health but also to foster a sense of support from women and the broader community. These campaigns serve as a reminder that addressing men’s mental health is just as important as celebrating their physical strength.
7 . Why Do These Campaigns Matter?
International Men’s Day celebrates men’s positive contributions as fathers, role models, and community leaders. Still, it’s also a call to action on pressing issues such as mental health, gender equality, and redefining traditional roles. By aligning their brand values with these issues, companies not only resonated with their audiences but also fostered genuine discussions around men’s experiences and challenges.
We hope this edition sparks ideas and inspires you to think outside the box for campaigns that not only engage but also contribute to meaningful conversations.
Until next time, stay inspired and keep redefining what matters!
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Nothing Else Matters