- Temptations and People are introducing a brand new feline-themed category to the magazine’s Sexiest Man Alive editorial this fall, in line with a press release.
- The reader’s alternative 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 forged their votes for a winner.
- More hunky cat dads are set to seem in the usual 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.
Temptations is aligning its brand around an annual publishing event that tends to encourage online chatter as consumers and media commentators assess who qualifies — and who doesn’t — for the world’s sexiest man title. The brand is sponsoring a brand new category in the reader’s alternative version of the issue, leaving voting power to the people and potentially avoiding among the controversy that may dog winners of the major event.
Beyond raising awareness for Temptations, the People partnership is supposed 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 imagine 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 achieve 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 bigger campaign that launched earlier this yr and included an article in People. Cat Dad billboards featuring Beckham appeared in Times Square as a part of the trouble.
Temptations joins a growing variety of brands which can be leaning into sex appeal to achieve 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 movies through a script loaded with innuendo. Gen Z retailer American Eagle also dropped considered one of the yr’s most headline-grabbing campaigns with “Euphoria” actor Sydney Sweeney. The racy ads created a media firestorm for plenty of reasons but helped bring latest customers to the brand, American Eagle executives said on a recent earnings call.
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