C A S E S T U D YBRUT®

REPOSITIONINGBRUT®

SITUATION:

BRAND EROSIONOver time Brut® devolved from the sexy cologne for “the game after the game,” to the brand “my dad wears.”

INSIGHTS:

REINFORCE CORE MASCULINEIDENTITYWe conducted a full brand study:

- ethnographic research in the homes, cars, and bars of users and non-users,

- competitive strategic positioning analysis to determine opportunities in the market,

- SWOT analysis

- sociology trend analysis.

REPOSITIONINGBRUT®

CONCLUSION:

A MAN IS A MANThe research made clear that BRUT continues to be identified with classic masculine strength --- reliability, honor, friendship, bravery, and leadership.

Just as important, the fragrance itself met with approval in blind competitive testing.

We couldn’t change BRUT, and we didn’t need to.

What the Brand needed to accomplish was to re-frame masculinity for a modern audience.

Brut signed on as a sponsor of the National Hot Rod Association.

LINK THE BRAND POSITIONING WITHTHE SPORT

The agency conducted on-site assessments of the sports venues and interviewed key members of the BRUT Racing Team – including Ron Capps, the driver.

We uncovered the insight that the NHRA has a strong family tradition, and that going into ‘Dad’s sport’ is a positive.

That young men like and admire their dads.

They aspire to grow into the things their dads can do.

CAMPAIGNDEVELOPMENT

OVERREACHINGMARKETING MESSAGE

New Generation. Same Values.

CAMPAIGNDEVELOPMENT

LINE EXTENSION ADS

The extended campaign leveraged the assets of the sport to promote product line extensions

TEAMWORKCONFIDENCE

CONSUMER MEDIA

PRINT: National and regional lifestyle and race enthusiast magazines & FSIsRADIO: RegionalTELEVISION: Script development for ESPN segmentsWEBSITE: brutworld.com and brutracing.com SOCIAL MEDIA: taking fans inside Ron’s world with in-depth coverage of the races by the driverEMAIL MARKETING PROGRAM: Built 200,000+ database of engaged readers

CAMPAIGNACTIVATION

SWEEPSTAKES

Race track promotion,- in print, - in-lobby and in-room at regional Motel 6s, - on the BRUT sites and strategic partner sites;

RESULT =

83,846

“Charge ‘Er Up Sweepstakes”

SHAVE TRIALOFFER- Free sample promotion in print and online via email marketing- Online display campaign

CONSUMERACTIVATION

RESULT =

48,516

Created “Sportsman Award Essence of Racing”

Trained and outfittedBrand Ambassadors

Created a Brut Theme Song,played at track

EVENT/SAMPLING

Sampling events Sports Illustrated, People Live, and Minor League Baseball

EVENT/SAMPLING

THERESULTS

230,000 proprietarynames in Email database

Increased consumer engagement across multiple channels

6% RISE in YAG salesin key categories

Successfully utilized traditional& digital media to establish

NEW BRAND IMAGE

SUCCESS IN REVITALIZING THE CORE BRAND SET UP THE LAUNCH OF THE NEXT

BRUT FRAGRANCE...

The agency was assigned to developed a new fragrance concept based on competitive product analysis and primary ethnographic research, including strategic product name development and fragrance scent personality (in collaboration with the IFF).

NEW PRODUCT LAUNCHCAMPAIGN DEVELOPMENT

PRODUCT DEVELOPMENT

=

American men 21-35 seek to distinguish themselves – by their clothing, their interests, their style. Even the most ‘cookie cutter’ guy wants to be seen as different and unique.

NEW PRODUCT LAUNCHCAMPAIGN DEVELOPMENT

MESSAGE DEVELOPMENT

OVERARCHINGMARKETING MESSAGE

As DifferentAs You Are.

Through neuro-linguistic research it was determined that in order to gain acceptance of a new BRUT fragrance, we had to break the strong BRUT = Green Bottle association.

Research further showed that the brands strongest weapon for doing so was through the packaging. Men are highly visual, and the sight of the blue bottle was the signifying moment for change of brand perception – strong enough to raise product consideration and purchase.

NEW PRODUCT LAUNCHCAMPAIGN DEVELOPMENT

VISUAL DEVELOPMENT

To support the sales team we created a 3 minute sales video to position brand against competitors and help sales staff communicate the competitive positioning of BRUT Revolution – especially against Euro-powerhouses like Armani and Axe.

LAUNCHSUPPORT

ADVERTISING, GUERILLA,SAMPLING & PROMOTIONS

- National Print Scent Strips - Regional TV: 15 for Jumbotrons- Email Launch Campaign- Promotions/Contest: SUNBOWL contest through in-bar distribution of coasters - In-Room Hotel Sampling- Unique Delivery of Coupons: Distributed to college dorms and on dry cleaner hangers

THERESULTS

shifted brand perception

Successfully positioned BRUT against competitor brands

Mass Holiday Men’sFragrance Launch

Media Budget of $1 Million

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