‘Dude Washing’ The New Marketing Tactic That’s Geared Towards Guys
NEW YORK(CBSNewYork) — As more and more men take on the responsibility of household shopping advertisers are taking notice and looking to cash in. New targeted ad campaigns have been geared just towards the guys.
For most men shopping is strategic.
“I get what I need and get out as quickly as possible without getting run over,” Asher Quell told CBS 2’s Janelle Burrell.
Quell is like a lot of men, according to marketing expert Rob Candelino.
“They go in, they buy the product, they get out. Sixty-percent of guys say they just want to get in and spend as little time as possible in a store,” Candelino explained.
With more than half of men taking on the primary shopping responsibilities in their homes marketers are looking for ways to make a profit by making stores and products more attractive to men in a process called “Dude Washing”.
“Seeing a lot of the use of the word pro, or ultra, or sport, which definitely says this is for guys,” married father Rich Gallagher said.
Gallagher shops from a digital grocery list about twice a week.
During one trip to the store Gallagher zeroed in on a cleaning product that was not on his list.
“Complete clean and it’s black,” Gallagher said as he scanned the package.
Packaging on many items from cleaners to cookies has been changed to draw guys in.
“You’ll see a lot of traditional masculine colors; the deep blues, the greys, the blacks. Those are all critical cues to guys that these are products that are quote unquote safe for them to use as men,” Candelino explained.
Some stores have taken the strategy to a whole new level. One Duane Reade has a bar in the middle of the store with an assortment of beers on tap that can be filled into growler sized bottles.
Not everyone is falling for Dude Washing tactics.
“You really are just taking the same product and just slapping black on it and hoping that I’m going to notice that,” Gallagher said.
But, marketers say that the strategy is winning guys over one product at a time.
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