The ascent of manvertising: Pepsi and Colenso push manly mateship with ‘Bromitment’

Youtube VideoColenso’s last campaign for Frucor’s PepsiMax, MaxIt Jobs, went down a treat with the young, mostly male, sugary drink-loving target audience and was a finalist for the FMCG category at the TVNZ-NZ Marketing Awards and took home a silver Effie as a result of the sales lift. And it’s followed that up with a similarly masculine campaign/competition called Bromitment, “a pledge, promise, obligation to be there with your boys, to participate in any and all shenanigans that may go down”. If it was all about manvertising earlier this year, with the likes of Mantrol, Mammoth and Lion Red’s Manpoints all being launched around the same time, this fully integrated campaign including TV, web, radio, Juice TV promo and even a brand ambassador, is probably closer to boyvertising. And, while it’s bound to once again appeal to its target audience, it’s also bound to get the goat of those who don’t like simplistic sexual stereotypes in their advertising.

The campaign encourages guys to go online and ‘bromit’ to three of their best mates by entering codes online. Bromitees can test their bromitment and go in the draw to win a road trip down Route 66, run with the bulls in Pamplona, or skydive in Argentina. And Pepsi Max is also giving away $500 cash prizes every day for those who have entered codes.

There are heaps of short YouTube clips like this and there are also some handy ‘bromitment assistants‘ on the website, downloadable PDFs of doctor’s notes, jury summons and birthday party invitations that let you get out of things you should be doing to hang out with your mates instead.


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