Dive Temporary:
- Temptations and Individuals are introducing a brand new feline-themed class to the journal’s Sexiest Man Alive editorial this fall, in response to a press launch.
- The reader’s selection model of Sexiest Man Alive, which hits newsstands Oct. 31, will characteristic a Sexiest Cat Dad award sponsored by the Mars Petcare-owned treats model. Between Sept. 22 and Oct. 13, readers can forged their votes for a winner.
- Extra hunky cat dads are set to look in the usual Folks’s Sexiest Man Alive situation dropping Nov. 7 as properly. The collaboration builds on Temptations’ work with Folks, which beforehand included an open letter with actuality TV star Kordell Beckham calling for wider recognition for warm cat dads.
Dive Perception:
Temptations is aligning its model round an annual publishing occasion that tends to encourage on-line chatter as customers and media commentators assess who qualifies — and who doesn’t — for the world’s sexiest man title. The model is sponsoring a brand new class within the reader’s selection model of the difficulty, leaving voting energy to the individuals and probably avoiding a number of the controversy that may canine winners of the principle occasion.
Past elevating consciousness for Temptations, the Folks partnership is supposed to fight detrimental perceptions of male cat house owners, the announcement mentioned. Research recommend that cat possession is extra frequent than canine possession globally, and that extra males than girls have cats. Nevertheless, practically two-thirds (63%) of U.S. customers consider males who personal cats are unfairly stereotyped whereas two in three Gen Z adults say that cat dads make for superior romantic companions, per KRC Analysis surveys performed on behalf of Temptations.
The latter discovering signifies the viewers Temptations is angling to achieve with the Sexiest Man Alive tie-up as extra legacy CPG manufacturers set their sights on younger customers. To that finish, Temptations is highlighting its partnership with “Love Island USA” star and muscle-bound influencer Kordell Beckham, who seems shirtless in press supplies clutching Milo, his cat.
Temptations work with Beckham was beforehand introduced as half of a bigger marketing campaign that launched earlier this 12 months and included an article in Folks. Cat Dad billboards that includes Beckham appeared in Instances Sq. as a part of the hassle.
Temptations joins a rising variety of manufacturers which are leaning into intercourse enchantment to achieve customers, even when their merchandise aren’t notably attractive. Chip maker Doritos in July launched an advert starring Walton Goggins that paid homage to retro grownup movies by way of a script loaded with innuendo. Gen Z retailer American Eagle additionally dropped one of many 12 months’s most headline-grabbing campaigns with “Euphoria” actor Sydney Sweeney. The racy adverts created a media firestorm for plenty of causes however helped convey new prospects to the model, American Eagle executives mentioned on a current earnings name.
