Yogurt For Men

From the history of odd marketing decisions: The launch of Powerful Yogurt in 2013, promoted as "For Men, By Men," because apparently regular yogurt wasn't masculine enough.

Powerful Yogurt is still around, but it now promotes itself as being for people with "active lifestyles," rather than just for men. It offers some explanation on its website for the change of focus:

Why did we [initially] focus on the male market? As consumers, we had spent years wondering why dairy companies were purposefully and squarely catering to women, while overlooking the other half of the population. Research showed that dairy products were an ideal, healthy source of protein that could be a filling and high-octane component of the male diet, but there weren’t any offerings that were encouraging men to fuel up on healthy dairy products rather than highly processed snack foods and synthetic protein powders...

The massive positive response from active women and men alike pushed the brand to fully evolve to an active lifestyles brand in late 2013. It was clear that Powerful had struck a chord with active people across the world, even being named “Best Yogurt” at the 2013 World Dairy Congress in Switzerland.

I'm guessing online mockery also played a role in their change of focus.

More info: Jezebel.com
     Posted By: Alex - Wed Jun 12, 2019
     Category: Food | Advertising | Products

It's high in zinc, they claim, which boosts your sperm, so it's definitely not for the ladies. It may still be around, but the Internet domain, powerful.yt, is dead, replaced by powerful.co. In case you were wondering, yt is the Internet code for Mayotte. If you Google Mayotte, you'll find a documentary entitled "Mayotte, the Island of Death." Perhaps that's why they changed it.
Posted by ges on 06/12/19 at 09:13 PM
I guess they felt the need to distinguish themselves from the traditional markets for yogurt: women on diets and people with digestive problems. Real (insecure) Men don’t fit into either category.
Posted by Brian on 07/01/19 at 10:47 PM
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