DOCKERS, BARBERSHOPS AND MANLINESS

Wednesday, December 9th, 2009

It’s no secret that one of the reasons we started our Kennedy’s All-American Barber Club® franchise was to help resuscitate one of the last bastions of guy goodness – the traditional barbershop. Before the 70’s came along, a man could count on going to a barbershop and being treated like a man, not to mention having ready access to a Sports Illustrated that was seven years old.

Then came the unisex chop shops with their weird yellow-green-pink color schemes and the next thing we knew, old Joe the Barber was selling out his business to make room for another pilates studio.

Today, men are under attack from all sides – they’ve lost jobs at a faster rate than women, they’re portrayed as moronic husbands on TV sitcoms, and Clint Eastwood is officially too old to ever play Dirty Harry again. No wonder testosterone levels have dropped about 20% in the past 20 years – soon, we’ll all be watching “Project Runway” and sipping Cosmopolitans.

That’s why all of us at Kennedy’s are excited at the new ad campaign for Dockers, just starting to roll out now. The “Wear the Pants™” ads are designed to sell manliness – and not a retro brand of masculinity where you have to go drink deer blood in the woods (sorry, all you “Red Dawn” fans), but one that fits modern life today.

The Dockers Revolution will be televised.

“The intent of the campaign is to put forth a new definition of masculinity, one that embraces strength and sensitivity and appeals to men who can change a tire AND a diaper,” says Jennifer Sey, Global VP of Marketing for Dockers. “We’re not trying to shame men. We want to make them laugh at themselves and at the state of manhood. And, at the same time, encourage them to dress up, man-up and embody today’s new definition of masculinity.”

Since Dockers is introducing their new manly campaign, we’re also going to introduce our new one – “Kennedy’s. Look like a gentleman. Feel like a man.” Meaning, we can make you can look your best, but, thanks to Kennedy’s classic barbershop ambiance, you’ll still get the most out of your guy-ness.

So man up yourself and head over to the nearest Kennedy’s All-American Barber Club® franchise location for one of our signature straight razor shaves. Let’s all start increasing our testosterone, instead of watching it slowly seep away.

Start by switching from “Project Runway” to “American Gladiator.”

Find out more about us, our franchise locations and our franchise business opportunities at http://www.kennedysbarberclub.com.

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