Rafael Nadal and Armani. Australian surfers and Aussiebum. What can near naked men teach us about good marketing?

What can we learn from Christiano Ronaldo in Armani underwear?

Despite all of the many postings and musings on branding, marketing and digital on this blog, by far the most popular and read postings are the ones about naked and semi-naked men and footballers in advertising.

Though the postings do make some serious points about what we can learn from a marketing and communication perspective, it also proves the point that a lot of people like looking at buff men in their underwear (or less). And as people do like to look at them, then marketers and agencies will keep showing more and more of them. Even bloggers like me will find ways to keep writing about them, as they attract attention and traffic to sites and blogs. So it seems that sex sells. An eternal truth!

But what else can we learn?

In previous posts (links at the end of this posting) I have explored some implications. But there is one additional though that has struck me as I see the increasing volume of naked and semi-naked men selling brands. They are all starting to blend into buff men in pants. They are no longer as distinctive, they are no longer differentiated, they are no longer unique.

So what is one to learn and then do when buff men in pants all look the same? Do what any good marketer should do and think about what can be done to be unique, differentiated and distinctive. Think about how to stand out in the crowd of sameness. It is all too easy to follow the trend, you need to think about how you stand out and bring something unique.

Years ago Calvin Klein probably was the one label that stood out when they started to use buff men shot in stylish black and white, flirting occasional with celebrities like Marky Mark. But largely at the time they were the first to show men in underwear in a different way to the Jockey underpants catalogue style imagery. They were fresh, they were unique, they were different, they stood out, they changed the rules of the category. They were successful.

Now they look like everyone else in the category. Everyone is doing the same thing pretty much.

I think there are 2 brands in the space that are showing how you can be in a cluttered and busy market, and find ways to stand out and be different – but still play to the category expectations. I think we can all learn from them, even if we don’t want or need semi-naked men in our communication!

The 2 brands are Armani and the Australian underwear and swimwear company called Aussiebum.

Armani are using iconic sportsmen like Rafael Nadal

Armani has stolen a march in the category by using famous, style setting, young and successful sportsmen with a really global profile. They used David Beckham, Ronaldo and then Rafael Nadal. They manage to associate not only fit and aspirational physiques (which all brands now do) but also give the brand a sense of style, success and maleness by borrowing from their sportsmen’s success and imagery. By using icons from sport they borrow other attributes and imbue their brand with them. In a category where pretty much the products are the same, with a fancy label on them, this added brand connection and imagery is key and unique.

Aussiebum uses Australian surfer and lifeguard imagery

Aussiebum have done something similar. In their case, they play up and borrow extensively from a stereotype of the fit, athletic, beach and sea loving Australian male stereotype. They always show imagery of men who seem to be lifeguards, surfers or associated with them, on the beach and in the sea. Instantly you can recognise an Aussiebum image. But, interestingly and importantly, while the men are all ticking the criteria of fitness, you tend to see the situation and the imagery and the context. They borrow and imbue the brand with that world. This makes them own this and all the positive associations that come with it. It is unique, it is distinctive and stands out from the many other brands.

So once again we can learn from naked men in their pants. You need to stand out in a crowd. Being fit and looking good in next to nothing is not enough when everyone else is also looking that way. You need to be distinctive, unique, differentiated and own something. I believe that this technique of “borrowing” imagery and associations from someone or something is very powerful. Bringing to your brand positive associations from someone (e.g. iconic sportsmen) or something else (e.g. Australian beach scene/ lifeguards) relevant can make your brand have relevance and a competitiveness by osmosis as it were.

What do you think? Leave you thoughts and comments on the blog, Facebook page or Twitter..

My other postings on naked and near naked men and what we can learn:

http://www.garybembridge.com/2008/04/is-it-just-me-or-are-there-more-naked.html

http://www.garybembridge.com/2010/08/naked-and-near-naked-footballers-is-it.html

Rafal Nadal romping about in underwear and jeans for Armani:



Christiano Ronaldo commercial for Armani:




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