Kenneth Cole wants 21st century men to pay it forward. The retailer is challenging men–preferably well-groomed–to perform a good deed each day for three weeks. The 21 day challenge is the core of Kenneth Cole’s new marketing campaign to promote the fragrance Mankind. It comes with its own Google Glass app so men can prove and share completion of their good deeds (and become eligible to win a Mankind toolkit valued at $1,000).
“Man Up for Mankind Challenge” doesn’t quite comport with the traditional notions of altruism. The old school idea of a selfless act didn’t involve demonstrating one’s charitable instincts to friends afterwards. Good people don’t need digital prompts to pick up trash, hold a door open for a stranger, or overtip a waitress–a few of Kenneth Cole’s suggestions for the kindness-impaired 21st century man. People tended not to expect recognition (or reward) for such everyday good deeds either. But if a man is so moved to spend $72 for 3.4 ounces of cologne, perhaps he does need a reminder to focus on the rest of humanity. Whatever it takes, Kenneth Cole, whatever it takes.