Girls of That Guy

During focus group research, we learned that the short-term social consequences of heavy drinking resonated with the target audience.  Additionally, we learned that a primary motivation for our target audience’s drinking is to meet women and have physical relations with them.  This presented an interesting paradox and allowed for developing key messaging: That excessive drinking actually inhibits men from meeting women and ultimately reduces sexual performance.

The Girls of That Guy section on the web site through creative design and humorous copy serves to extend the message that excessive drinking makes men an undesirable romantic and sexual partner for women. Visitors will choose from a variety of male and female caricatures who will interact within an animated bar scenario. Through audio recordings of different male and female voices, the male will deliver offensive, belligerent, unsophisticated, or generally offensive pick-up lines only to have the female caricatures retort with intelligent, witty, or sassy replies.

After each female response, one of the facts below will pop onto the screen to demonstrate how excessive drinking inhibits courtship and sexual ability.

Drinking Facts Coupled With Responses