Men have become an important target group for brands. They are moving out of their mother’s care years before they marry which means that they are decorating their houses and stuffing their fridges. Brands are fighting for this newish target group. Since men are biologically predetermined to long for power and hunt for victory, why not use those aspects to sell a simple product like yogurt to a male target audience?
Powerful Yogurt states that “in a niche typically dominated by female consumers, we decided to develop e new Greek yogurt specifically suited to address the unique health and nutrition needs of the most neglected consumer in the category: men”. And although the metrosexual craze has passed, men still often pursue a healthy lifestyle. The Greek yogurt is high-protein, all-natural, has a great taste ánd comes in a man-sized package, what more do you need? Even though it is not for the Ricky Balboa’s, it is meant for those on a quest for a fit body. According to Powerful Yogurt, they will help you ‘find your inner abs’. What are you waiting for?