Here's what happens when regular foods get a makeover to attract men

Feb. 28, 2018


When PepsiCo's CEO mentioned the possibility of developing a quieter, less-messy chip for women, the Twitterverse was ready for a takedown.

Matt Rourke/AP

But a mere glance at grocery store shelves will show you that the act of marketing foods to certain genders is already pervasive.

Tony Gutierrez/AP

Take yogurt. The seemingly innocuous dairy product has received several makeovers to appeal to men.

Paul Sakuma/AP

This Powerful Yogurt label is meant to appear masculine with dark colors, bold font and a protein promise. Total brogurt.

Powerful Yogurt

When rosé became the hottest women's drink in town, a brand called The Drop put the drink in cans to appeal to men, who might associate it with beer.

The Drop Wine

We had a specific type of millennial bro that we wanted to talk to and a powerful brand name that got right to the heart of their lifestyle.

— The Drop strategy director Georgia Levison to Adweek


Even Dr. Pepper decided to man up and get dudes behind its brand. For Dr. Pepper 10, the tagline "It's not for women" not-so-subtly got the message across.

Dr. Pepper Snapple Group

This very manly soda was marketed for manly men who sought out fewer calories but didn't want to associate with the word "diet."

Dr Pepper Snapple Group

When the low-calorie ice cream brand Skinny Cow wanted to invite dudes to the party, it changed its mascot from a female cow to a muscular male cow.


But the joke's on Skinny Cow, because there's no such thing as a male cow. That's called a bull — and bulls don't produce milk for ice cream.