Need to Know
05 : 07 : 22

Australia – Men’s health platform Mosh is calling on Australian men to stop ignoring their health issues through a playful campaign by creative agency Sunday Gravy. Focusing on a man named Derek, the campaign film adopts a surreal approach to highlight the health problems many men face.

From seeing overweight versions of himself eating at a table to confronting a room full of balding Derek clones, the aim of the advert is to draw attention to the fact that too many men sweep their problems under the rug. In this way, Mosh communicates the idea that its services are available to help men confront their health concerns – from sexual wellbeing to mental health – in an easy and accessible way. Josh Dorevitch, brand and communications lead at Mosh, says: ‘Knowing that most blokes can be guilty of sweeping their health under the rug, we wanted to highlight this behaviour in a memorable way that gets men to take action.’

Here, Mosh demonstrates the need for Modern Male Medicare brands to continue destigmatising men’s health problems.

Italy – Catering for the explosive growth of pet ownership across the globe, Gucci has unveiled a collection of pet-related products and accessories, elevating designer pets to new heights.

The collection includes accessories for both cats and dogs, including beds, feeding bowls, pet clothing, leashes and more. There are also made-to-order offerings, including miniature couches that can be tailored to the dimensions of a client’s pets. All the items will be made with Gucci’s Demetra fabric and recycled cotton, in line with the brand’s commitment to using eco-friendly raw materials.

With prices reaching £8,050 ($9,700, €9,400) for a customised dog bed, this collection demonstrates that there is demand for upscale pet products. This, along with the rise of Pet Hospitality, indicates the rise of pets as new status symbols in affluent lifestyles.

Although Asian consumers prefer businesses that make them laugh, companies are wary of using humour as a marketing tool out of fear that their jokes won’t go down well. According to research by Oracle, 91% of people in Asia favour brands with a sense of humour.

Consumers are looking for an opportunity to laugh and are willing to reward businesses that make them do so with their loyalty, advocacy and repeat custom. Some 89% of respondents said they are more likely to remember an ad if it is amusing, although just 17% of Asian brands’ offline advertisements actively use humour. Similarly, even though 74% of consumers would follow a brand if it were amusing on its social media channels, only 12% of business leaders online claim that their company is humorous.

While pursuing a humorous marketing strategy comes with its challenges and risks, this research shows that the payoffs can be significant. Previously, we have seen luxury brands pursuing Cringe-core Marketing techniques on TikTok to engage a new generation of digitally native consumers.