早在1968年，坎贝尔汤公司（Campbell's Soup Company）推出了一种名为“ Manhandlers”的新产品。如果您相信营销人员所说的话，那么新的以男性为导向的汤就是对美国家庭主妇的令人心动的电话的答案。那些女人，根据公司传说, were sending letters to Campbell begging for a thicker, more masculine soup to serve their men.
也许是真的，尽管我们倾向于怀疑它。我们在1968年还是个孩子，妈妈根本没有任何记忆，担心爸爸不会吃东西，除非睾丸激素被燃料。如果爸爸抱怨汤太少女，太瘦甚至太冷了，那么妈妈会把它倒在头上。
But ours was perhaps an unusual family. Certainly Campbell's had tremendous success with the Manhandlers brand. Those wacky commercials with the ear-candy jingle ("How do you handle a hungry man? The Manhandlers!") became part of the American consciousness.
无论好坏，Manhandlers Soup运动都导致了麦迪逊大街上的一个反复出现的主题：一种提高女性购买食品的销售方式的一种方法是将其重塑为专门针对男性的东西。作为家庭的百分比男人表演的杂货店购物这种策略已经兴起了新的生活。
那么，该工具带（武器皮套，降落伞索具或其他适当的男性化物品）是否会使我的屁股看起来胖？
鉴于在美国大部分市场营销中的性别歧视下流，因此这些品牌最清楚地认可为以女性为中心的品牌都出售同样的东西：减肥。然而，饮食食品领导着女性食物的男女练习中的最新浪潮可能会令人惊讶。
只要看看这些示例：
1.胡椒博士TEN
在October of 2011, Dr Pepper unleashed what can only be called the world's first hyper-masculine, hardcore soft drink. With the slogan "not for women," the ad campaign presents a laughably silly look at male fantasy life—涉及爆炸，凉爽的伙伴和邪恶的敌人以及吉普车，并使用这些图像出售10卡路里的饮食苏打水。听起来很奇怪。（只需观看下面的广告即可。）大概这里的营销机会是男人很胖，但是太尴尬了，无法看到喝少女节食的苏打水。可能是这样。但是我们对Pepper Ten博士感到尴尬。
On the other hand, we suppose we could stand to lose a few pounds before jumping off a cliff and luring the Mad Max-like biker villains into a giant net while speeding through the jungle—or whatever.
2. COKE ZERO
Even before there was Dr Pepper Ten, the makers of Diet Coke launched a diet soda aimed at guys. Coke Zero's marketing gave a sort of early warning of just how preposterous the ads for guy-focused diet sodas could be. Coke Zero didn't involve laser beams or jungle chases, but it did attempt to strike a chord with the male subconscious.
用黑罐出售（因为黑色大概是粉红色，红色饮食可乐罐或其他任何东西的相反），并在不敬虔的广告中以典型的广告销售（因为女性是如此崇高的东西，或者有笑话），以其他诉讼开玩笑（因为认真地说，什么可以，什么可以，可以做什么比法律摘要而不是拳头提出争议更男性化），零可口也有事要做with college basketball brackets（因为坐在你的屁股上，看着整个三月的整个月都会让你胖或口渴或有些东西。）
3.举重观察者
Speaking of basketball, when Weight Watchers launched its "Lose Like a Man" campaign aimed at getting dudes to drop the pounds through its products, it brought in basketball legend Charles Barkley as a spokesman. Barkley is remembered by a generation of guys (who have presumably now all gotten obese) as a great ball player with a tendency to mouth off a lot. But that's cool. Dudes love brash, outspoken, tell-it-like-it-is characters.
Of course, someone should have told the marketing folks at Weight Watchers that there's a risk in hiring a spokesman who doesn't know when to shut up. Barkley caused a furor when, apparently unaware that his microphone was live, he called Weight Watchers a scamduring a broadcast of a basketball game。
4.强大的酸奶
When yogurt first appeared in the States it was seen as a weird, sort of gross food for people who went to protest marches a lot. Eventually Madison Avenue saw the advantages of marketing it instead as a healthy, low-calorie treat aimed at women—a sort of better-tasting alternative to fruit and cottage cheese.
Little changed for decades. Then the yogurt world went nuts. Suddenly everyone was in the yogurt business and everyone was eating it. There was yogurt aimed at digestive health. Yogurt aimed at kids. Yogurt aimed at people who ate too much ice cream. There was French style, frozen, pourable and then Greek style.
But until recently there wasn't a yogurt just for guys.
强大的酸奶是希腊风格的酸奶，具有比其他品牌更多的蛋白质。营销活动与古希腊雕像上看到的腹部肌肉有关。
也许这是所有对“希腊”和男士躯干照片的引用，但是强大的酸奶网站似乎不如健康和酸奶出售一种封闭的同性恋。
5. SLIM-FAST
But the king of the sell-it-to-guys phenomenon is the meal-replacement company called Slim-Fast. The product debuted in 1977. Sales were so-so until 1998 when the company hired TommyLasorda, the legendary manager of the Los Angeles Dodgers, as a spokesperson.
人们喜欢拉索达。其中是关键。不仅是爱他的男人。也不只是女人。是每个人。拉索达唤起了发言人应该唤起的那种可信度，但很少这样做。那个家伙有些神奇。人们信任汤米。他们与汤米有关。当Lasorda谈论需要减肥时，您可能会感觉到成千上万的美国人（无论是男女） - 盯着电视说：“我也是，汤米。我也是。”
Sales soared for Slim-Fast in the Lasorda era. And althoughtoday the company is a mere shadow of what it once was, there's a lesson to be learned from Slim-Fast:
在至少一个方面，男人和女人都是一样的。他们想从他们信任的人那里购买。
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