Sunbeam uses neuro research to find men who cook are more appealing to women

Sunbeam has released its first major campaign since switching agencies from Droga5 to The Works in May, with a new campaign based around the idea ‘Real Men Cook’.

The new campaign, which will run across social media, radio and point of sale, is based on a neuro study by the appliances manufacturer looking at women’s physiological and emotional responses to their male partners doing chores compared to their reactions when they do more stereotypical activities like watching sport and DIY.

It found “men clued up on culinary capabilities fare better than their macho counterparts when it comes to women’s arousal and happiness”.

The company claims the research was the “first of its kind in Australia” and was conducted by UK-based neuro-feedback  company MyndPlay.

According to the release:

The experiment put 20 real life Australian couples through scenario based scientific testing to determine what duties carried out by the man made the woman the happiest and most sexually stimulated. For example, hand crafting a coffee or mixing a cake both outperformed using a power drill or sawing wood.

To help further understand why women are more drawn to men who are competent in the kitchen, Sunbeam shared the research with relationship educator and sexologist Dr. Nikki Goldstein to interpret.

Goldstein suggests that nowadays, women want different things from their partner. She states they don’t always need someone who can fix things or handle power tools and that cooking or baking can be a more thoughtful gesture in today’s busy society.

“Real Men Cook is a great initiative to kick off working alongside The Works,” said John Turnbull, General Manager, Marketing at Sunbeam. “We are really impressed with how the creative agency got behind this human interest campaign.”

Kevin Macmillan, Creative Partner and Founder at The Works added: “This is a refreshing change for not just Sunbeam but the category. When I walk in-store it’s hard to find a reason to choose one brand over another. Building some kind of emotional connection intrinsically linked to the product is one way to start changing that. ‘Real Men Cook’ extracts many human insights and will create positive conversation for Sunbeam on peoples’ mobiles via Facebook, Twitter and Instagram and then right through to the point of purchase.”

The campaign website is here.


The Works

Kevin Macmillan – Founder & Creative Partner

Leo Bajzert – Creative Lead / Copywriter

Leighton Edridge – Art Director

Matthew Poulier – Creative Project Leader

Rhian Mathias – Creative Project Manager

Damien Hughes – Strategy Director

Vanessa Hartley – Social Strategist


Tim Anderson – Product Marketing Manager

John Turnbull – General Manager Marketing

Isaac O’Leary – Digital Marketing Manager


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