Feeling Manly, One Bite At A TimeMarch 1, 2013
By Dave Fransen, VP Account Services
Who doesn’t love a nice yogurt. Am I right? For me, it’s a fairly new obsession. In fact, I used to avoid the stuff like the plague. But a year ago, I made a few dietary changes and turned to it as a solid breakfast option. My flavor of choice? Usually raspberry. Mmmm.
Since converting to a pro-yogurt lifestyle, all has been well. I’m getting some extra protein, a few delicious vitamins and a touch of calcium. I’ve felt good about myself and my choices. Good, that is, until just the other day, when suddenly my man card was perhaps brought into question for simply indulging in a nice cup of diary.
All because of the launch of a new product called Powerful Yogurt. Or as some media outlets are referring to it, “Brogurt.” That’s right, yogurt for bros.
Powerful Yogurt claims to be “simple, all-natural, healthy, and wholesome – all while still delivering the protein and great taste that men need and want.” Upon quick perusal of its website, I was quickly drawn in, not so much because of the bull emblem they use as a logo, but because of the nutrition information. Twenty-five grams of protein in a serving of Brogurt?! Good lord! It’s also a little lower in calories, a little higher in protein and its zero grams of fat is as low as you can get.
“Certainly,” I thought to myself, “I must try this magical, fruity delight.” The promises of building muscle, burning fat and improving digestive health are just too tantalizing to pass. Granted, they don’t make it in raspberry, but I can convert, right?
Then I began to catch on. This isn’t the next best thing in yogurt. It’s a gimmick based on some level of truth. Sure, every guy (and his abs) could use more protein, I guess. And most of us could stand to consume fewer calories. But is a gram of difference here and there enough to constitute this level of niche marketing?
Clearly yogurt makers have targeted women since, well, forever. Powerful Yogurt is obviously an effort to carve out sales by selling to dudes looking for a quick 8-pack. For decades, women have been bombarded with messaging about how to look, smell and feel better. And now I guess it’s our turn.
We’re seeing more and more products traditionally thought of as “for women” being somehow modified for guys. Often it’s done through semi-clever naming that conjures images of masculinity (Manly Man’s Man Manscara), sometimes through altered “applications” so they seem less feminine (Alpha Nail Polish uses a pen-like device instead of a dainty brush). Guys like Chuck Liddell and Roger Huerta have been known to rock the colored nails. That’s cool and all, but no amount of marketing is going to get me to buy beauty products such as manscara.
Time will tell if a company can successfully position a food product like yogurt at masses of guys. If it has decent distribution and media attention continues, it might have a fighting chance. Will I pick up a package of Powerful Yogurt if I happen by it in my Super Target dairy case? You’re damn right I will. And I will want to love it. I will eat that protein and fully expect it will make me feel more, well, powerful.