Men – the advertiser’s lost continent

The other day in the supermarket I came across men’s bread. Men’s bread? Yes, you heard right. This men’s bread has selenium and zinc infused through its fluffy white core to meet men’s special dietary needs. What, so now men have needs? I mean, really.

Advertisers have only recently discovered Planet Bloke. While they were busy making women feel inadequate, messed-up and deeply dysfunctional by inventing new products to meet women’s special needs – we’re talking breads, sunscreens, milk, breakfast cereals and chocolate – men have been happily ploughing on, oblivious that they are in desperate need of their own special products. Now that advertisers have screwed up women – hello boys! It must be the advertising equivalent of discovering the new world – half the world’s population, ripe for exploitation.

Enter men’s cosmetics, bread, breakfast cereal and milk. After that who knows? Will it be toilet paper, special male-order vegemite, bloke blocks of cheese and male mixed fruits and nuts?

Why should I care? If advertisers are now messing with men’s heads, making them insecure, self-doubting and confused, that’s got to balance  the books a little, don’t you think? Men who think before they buy and take an interest in their own health, what’s not to like? 

So why does it leave a yukky taste?

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