How Diageo is tackling outmoded views of masculinity

Stephen Whiteside

Diageo, the alcoholic drinks manufacturer, is looking to challenge outmoded views of masculinity with its advertising.

Traditional depictions of masculinity have generally involved a man who is handsome, emotionless and successful, with this latter value depicted in terms of wealth, material possessions and attractiveness to the opposite sex.

And marketers have been very active contributors to building and perpetuating this warped “ideal”, as Stephanie Jacoby, svp/brand marketing at alcoholic drinks giant Diageo, told delegates at Advertising Week New York 2023.

“We really distill this down to a bullseye formula,” she asserted in describing the industry’s record in this area. “It’s all about bringing this ‘ideal’ man to life in our ads.”

The drinks industry is definitely...

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