“Men are strong, brave and don’t express their emotions”, “a real man never cries”. The brand leads with the claim “Here’s to the new man” resonating with those who have managed to escape the stereotypes and who want to live in a more diverse and inclusive society.
With Publips Serviceplan’s new campaign for the brand, Four Roses raises a glass to the emergence of the new man who transcends masculine stereotypes, who is able to show his feelings with no shame and who accepts his vulnerability. Who understands and recognises that being more thoughtful doesn’t make him any less of a man and whose tastes and pastimes are different to the traditional ones. The campaign for Four Roses, which will be spread online, on social media and outdoors, aims to acknowledge the beginning of this movement which should leave no one indifferent. Because the brand, being a mellow bourbon, is aware that gentleness doesn’t have to be incompatible with masculinity.
This campaign comes from an important reflection: at times of social change, where the old patterns don’t seem to make sense any more, what is new masculinity? What does it mean to be a man nowadays? From these questions, Four Roses aims to resonate with individual and authentic people, and shows its intention of being there for them. This, of course, doesn’t leave women out of the equation, who are also consumers. In fact, it is rather the opposite, since they are the ones who have driven the need for this new masculinity so that we can achieve the equality that we all want.