The changing face of masculinity

Drinks giant Diageo thought it knew how to market to men: beer, barbies and ballsports. But as this rough-hewn masculine stereotype began to change, it became clear Diageo’s messaging needed to change, too.

So we carried out in-depth cultural analysis of the 20-30 year-old bloke’s world, talking to DJs, magazine editors, anthropologists and sociologists. We identified 15 personality types that men reflected or aspired to and offered these as useful yardsticks for Diageo’s marketing.

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