Just For Men Rolls Out New Campaign

Just For Men has unveiled a new advertising campaign, “Be The Better Man,” which encourages men to be unapologetic about grooming and to take charge of their appearance to empower men to look and feel their most confident.  According to privately-held Just For Men owner Combe, Inc., the campaign exemplifies Just For Men’s belief that there is more than one way to be a man, and that stereotypes of the past – including the notion that grooming is solely the territory of women – no longer apply.
 
The comprehensive campaign, which launched yesterday, incorporates TV, outdoor, social, digital, an ambassador and influencer program, direct-to-consumer activations and earned media. The TV spot will run from Oct. 14 through Nov. 4 on key networks and channels including CBS Sports, MSNBC, Fox News, NBC Sports, BBC, Comedy Central, Fox Sports, CNN, the Travel Channel and the Golf Channel.
 
“We are here to encourage guys to do what they want to do to look and feel their best, because we know it helps them perform at their peak when they do,” said Ralph Marburger, VP men’s care at Just For Men. “The Be The Better Man campaign is progressive and positive. Men who express their emotions, carve their own path, and follow it. Grooming is one part of this, but by celebrating those that live the Better Man lifestyle, we hope to show all men just how easy it is to be ‘better.’”
 
The Be The Better Man campaign will also signal a refreshed look and feel for the Just For Men brand, starting with a re-skin of its website and social platforms. Updated imagery will be leveraged, and a sophisticated neutral color palette that speaks to the broad spectrum of men the brand supports will be introduced.
 
The campaign will gather pace in the run up to Christmas and into the New Year, expanding out across different mediums, according to Combe. Among other executions, Just For Men will be conducting regional searches across the country to find “Better Men,” and utilizing a diverse panel of grooming experts to help spread the “Better Man” message.