Dive Brief:
- Temptations and People are introducing a new feline-themed category to the magazine’s Sexiest Man Alive editorial this fall, according to a press release.
- The reader’s choice version of Sexiest Man Alive, which hits newsstands Oct. 31, will feature a Sexiest Cat Dad award sponsored by the Mars Petcare-owned treats brand. Between Sept. 22 and Oct. 13, readers can cast their votes for a winner.
- More hunky cat dads are set to appear in the standard People’s Sexiest Man Alive issue dropping Nov. 7 as well. The collaboration builds on Temptations’ work with People, which previously included an open letter with reality TV star Kordell Beckham calling for wider recognition for hot cat dads.
Dive Insight:
Temptations is aligning its brand around an annual publishing event that tends to inspire online chatter as consumers and media commentators assess who qualifies — and who does not — for the world’s sexiest man title. The brand is sponsoring a new category in the reader’s choice version of the issue, leaving voting power to the people and potentially avoiding some of the controversy that can dog winners of the main event.
Beyond raising awareness for Temptations, the People partnership is meant to combat negative perceptions of male cat owners, the announcement said. Studies suggest that cat ownership is more common than dog ownership globally, and that more men than women have cats. However, nearly two-thirds (63%) of U.S. consumers believe men who own cats are unfairly stereotyped while two in three Gen Z adults say that cat dads make for superior romantic partners, per KRC Research surveys conducted on behalf of Temptations.
The latter finding indicates the audience Temptations is angling to reach with the Sexiest Man Alive tie-up as more legacy CPG brands set their sights on young consumers. To that end, Temptations is highlighting its partnership with “Love Island USA” star and muscle-bound influencer Kordell Beckham, who appears shirtless in press materials clutching Milo, his cat.
Temptations work with Beckham was previously announced as part of a larger campaign that launched earlier this year and included an article in People. Cat Dad billboards featuring Beckham appeared in Times Square as part of the effort.
Temptations joins a growing number of brands that are leaning into sex appeal to reach consumers, even when their products aren’t particularly sexy. Chip maker Doritos in July released an ad starring Walton Goggins that paid homage to retro adult films through a script loaded with innuendo. Gen Z retailer American Eagle also dropped one of the year’s most headline-grabbing campaigns with “Euphoria” actor Sydney Sweeney. The racy ads created a media firestorm for a number of reasons but helped bring new customers to the brand, American Eagle executives said on a recent earnings call.