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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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