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Castillo said the emphasis on masculinity is not designed to alienate. Bro culture is a burgeoning market for both small businesses like Chubbies and big companies like Monster Energy Drink and Red Bull, which frequently sponsor college groups, including fraternities. But few companies have managed to fully understand the subculture, one marketing expert says, although bros embrace social media and aren't as hung up as hipsters about becoming a niche in the consumer market.
Bro is one of those slippery subcultural words whose meaning has inspired many Internet and probably also real-life brawls. Doug Banker, founder of the website BroBible , describes bros to advertisers as " to year-old guys who are socially active, upwardly mobile, career ambitious, and hyperconnected. The Chubbies website -- which offers not only a blog but a manifesto and many newly coined phrases such as "ChubsterNation" -- promotes classic fraternity loves like patriotism, drinking and matching outfits with such an excess of enthusiasm that it's impossible not to laugh.
But the brand's irreverence shouldn't be read entirely as satire or ironic distance, claims Castillo. As with many other subcultures, the Internet has been instrumental in bringing together bros over the past few years. Websites like Total Frat Move , My Life Is Bro , and the now-defunct Bros Icing Bros -- shut down by Smirnoff Ice parent Diageo in after the brand became an unwitting emblem of drinking games -- serve as community networks where users exchange videos and photos of their exploits.
Some of these sites have gone on to launch e-commerce portals, such as Total Frat Move's "Rowdy Gentlemen" store, which sells koozies beer can sleeves and American flag shorts similar to those made by Chubbies. In recent years, beer brands have developed characters in their ads such as Keystone Light's Keith Stone or the Dos Equis' "most interesting man in the world" to appeal to these young men, although for the most part, beer ads have tended to portray bros as oafish, according to Holiday, the public relations advisor.
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