Men, are you worried yogurt is too girly a snack? Enter Powerful Yogurt, a high-protein, 0 percent fat Greek yogurt designed for and marketed at men.
The Powerful Yogurt website states: "In a niche typically dominated by female consumers, we decided to develop a new Greek yogurt specifically suited to address the unique health and nutrition needs of the most neglected consumers in the category: men." The brand's tagline -- "find your inner abs" -- and the advertisements showing tanned, chiseled male torsos carefully counter yogurt's "prissy" reputation.
But other than the branding, there is little different between this "brogurt" and other types of Greek yogurt. According to the Atlantic, Powerful Yogurt -- owned and manufactured by Powerful Men LLC -- has the same nutritional benefits as other, "feminine" Greek yogurts, with the added bonus of improving sperm quality. Madeleine Davies at Jezebel posted a screenshot from the Powerful Yogurt site claiming that there is mineral zinc found in their product, "which according to studies done at the University of Michigan can help male fertility." This information has since been removed from their website.
Even the flavoring is not especially "manly." Powerful Yogurt comes in apple cinnamon, blueberry acai, mango and strawberry -- staples of non-"powerful" yogurt brands for years and a far cry from the flavors featured in Conan's November 2012 spoof commercial for “Brozen Yogurt,” a fro-yo shop offering nacho cheese-flavored yogurt and chicken wings as toppings.
It's not unusual for manufacturers to take a product successfully marketed to women and attempt to develop a male market for it it. Yankee Candle Company attempted it in 2012 with "Man Town" candles, the same year that MMUK Man came out with "manscara", and the Dr Pepper Snapple Group debuted Dr. Pepper Ten in 2011.
LOOK: More "Manly" Products And Advertising Campaigns
Dr. Pepper Ten, "No Women Allowed"
"Hey ladies. Enjoying the film? Of course not. Because this is our movie and this is our soda," a man says as he runs through a jungle avoiding various mishaps. He successfully lands on an all-terrain vehicle and continues, "You can keep the romantic comedies and lady drinks. We're good."
Miller Lite, "Man Up!"
When a man asks for a light beer but doesn't care which one it is, the woman bartender gives him a beer and says, "Just take off your skirt and I'll give you a Miller Lite." As the man moves away embarrassed and wearing a skirt, a deep manly voice tells him to "man up!" Another "Man Up!" ad features a female bartender telling the man to "<a href="http://www.youtube.com/watch?v=bgA4JQQhZD4&feature=player_embedded" target="_hplink">put down his purse</a>."
Old Spice, "The Man Your Man Could Smell Like"
Ex-NFL player Isaiah Mustafa addresses women with boyfriends who "sadly, aren't him" because they smell like a woman.
L'Oreal Men Expert, "For Men (Not For Women)"
L'Oreal Men Expert is so exclusive to men that if the cream even touches a woman's face it turns her into a frog.
The E*TRADE Baby's girlfriend is mad at him for not calling but he tells her he was busy "diversifying his portfolio." His girlfriend, who apparently isn't interested in trading, gets confused by the trade jargon.
Dockers, "Wear The Pants"
The video features a group of men walking in a field in their underpants singing, "I wear no pants." The <a href="http://www.autostraddle.com/dockers-wear-the-pants-27069/" target="_hplink">ad poster</a> for "Wear The Pants" included phrases such as "Somewhere along the way, the world decided it no longer needed men," and, "but today, there are questions our genderless society has no answers for...We need men to put down the plastic fork, step away from the salad bar and unite the world from the tracks of complacency."
Nestle Yorkie, "It's Not For Girls"
In the video, a woman has to convince a store clerk that she is a man in order to buy a Yorkie bar. She passes every test but she gives away her identity when she can't resist a compliment. Andrew Harrison, who was Nestle's marketing director at the time, <a href="http://www.guardian.co.uk/media/2002/mar/27/advertising.marketingandpr" target="_hplink">spoke with <em>The Guardian</em> in 2002</a> about the ad campaign: "We felt that we needed to take a stand for the British bloke and reclaim some things in his life, starting with his chocolate."