I think the fast food chains have been getting good at the game slowly, trolling each other and occasionally the consumers. Most of the good examples are in political brands where the downside risks are mitigated because you don't care about the other half of the voters anyway.
I've seen your "tonic masculinity" tweets and I think you're basically barking up the wrong tree. Inverting the valence of "toxic" so literally is an ineffective and reactionary way to counterprogram woke demonizations of men.
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So you end up flirting with fringes of boring MRA/MGTOW ideaspaces, end up adopting usual derp about soyboys and NPCs and other crap, which is almost entirely projection, and end up alienating most men who are not actually so insecure that they model themselves on female gaze.
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Vastly more men resonate with (say) Homer Simpson or Rick on Rick and Morty than bronze-age paleo-olympic-athlete types based on humorless perfectionism in pursuit of essentialized ideals. To market to men well, you need self-aware humor and acceptance of women in their lives.
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