The Mitchum “Man-o-Meter” site brings the Mitchum brand to life in a tongue-in-cheek way to appeal squarely to men, the core target for the product line. It features an interactive video survey from Nina (the “no-sweat” girl) to gauge manliness scores in areas such as favourite hobbies, dream cars, jobs, sports heroes and other topics. Nina suggestively reveals her interest in guys based on their answers. The higher the manliness score, the more revealing Nina gets, with an ultimate reveal based on a visitor’s final “Man-o-Meter” score. The site fits into the brand positioning of the Mitchum Man.