When it comes to promoting a product or service, it’s worth reminding yourself who it is that you’re marketing to.  Do you know both your customer and your consumer?

Consider the case of the ad campaign earlier this year for Lynx deodorant featuring a fireman and spaceman.

Firstly, it’s worth saying that Lynx manufacturer Unilever has never been afraid to court controversy in the marketing of its male grooming products range.  It has on many occasions been accused of blatant sexism and has even been hit with bans by regulators.

But the TV ad featuring a hunky fireman rescuing a damsel in distress, only to then pass her onto a more humble looking man dressed as an astronaut is working on many levels.

According to research, half of all male grooming products are purchased by women.  It may sound stereotypical or sexist in this age of enlightenment, but often it is women, be that wives, girlfriends, partners or – in the case of younger men –mothers, who end up buying toiletries for their husband, boyfriend, partner or son.

So the ad must appeal to women as well as men.  How does it do this?  Amongst other things, it throws into the mix the heroic fireman – albeit in a very tongue-in-cheek way!

Other ads for men’s products are far more directly targeted at men.  Gillette, for example, typically advertises using sporting heroes like Roger Federer or actors who are cast in strong, masculine roles.