To get a product and brand favored by men, must have deep meaning and style. Do not just exaggerate the items, but also look for the spirit behind the elements, to make men whom tempted. Some smart companies caught in this mentality, spend a lot of marketing efforts, such as Chivas disabilities commercials “live chivalry” on contemporary “chivalry” had a brilliant deduction, from the courage, friendship, style fashion interpretation of four different dimensions of the spirit of modern man, so many men had a strong response among consumers. Market research shows that the advertisement was published in the week, only Chivas in the Beijing market sales has increased by three percent.
British Johnnie Walker whiskey brand marketing also has the same purpose. The advertisement for the “Keep? Walking”, translated to Chinese is “where there is a way” to show the men to meet the challenges, and positive style of the times, also achieved good market response.