BROUGHT TO YOU BY GREY ADVERTISING

MARKETING BRIEF

THE PRODUCT

  Antiperspirant & deodorant that proves to protect in any situation

KEY COMPONENTS   SLY will utilize all the benefits that a deodorant and

antiperspirant provides

  Highly efficient against competitors in killing odor causing bacteria, and prevents perspiration

  Healthy alternative to other antiperspirants, does not contain Aluminum, which has been linked to Alzheimer's

  Lasts longer, keeps under arms dry, appealing scent, 24-hour protection

TARGET MARKET   Men of ages 16-50 in the Tri-State area

  Broken down into three lifestyles; active, professional, and casual

ACTIVE   Matt is a 30-year-old personal

trainer, he has a hectic schedule with his clients and needs a dependable antiperspirant & deodorant to get him through the day.

PROFESSIONAL

  Robert is 50-years-old and works in finance as a vice president in risk management at American Express, and is always running from one meeting to the next. His job is highly stressful, and he is responsible for reporting to the president in the risk analysis department. Robert spends his time traveling often between the CT and NYC branches. He rarely goes to the gym, but when time permits he takes advantage of the opportunity.

CASUAL   Andrew is an 18-year-old

college student at FIT who’s major is in Design. He leads a very relaxed lifestyle and only makes it to the gym 1-2 times a week. He’s an artist, he enjoys cooking, leads a trendy social life and spends a lot of his free time with his friends.

MAGAZINE AD

NEWSPAPER AD

TELEVISION COMERCIAL

I live a crazy life. I wake up early in the morning, sometimes 5 o’clock if I’m lucky. I run to the gym and once I’m there I work on every part of my body. Let’s face it my muscles are my most important feature.

I work at a law firm. Most days I have meetings. Do I ever make it on time.

(guy shakes his head)

After I put in my hours to pay the bills I run some errands. Post office, Laundromat, grocery store only because my girlfriend calls me to remind me I have to cook her dinner tonight.

I stop to have a drink with some friends at a local bar. Girlfriends calling me again.

I rush home, throw some pasta on the stove.

Bottle of wine. Perfect.

DON’T SWEAT IT. BE SLY.

In order to keep me protected, fresh, and SLY, I use SLY deodorant. It’s one less thing in my life I have to worry about.

RADIO AD

A cool female voice introduces the ad:

Recently at SLY headquarters a superior antiperspirant deodorant was developed to provide men the super protection needed against perspiration and odor. In-depth field studies of the manliest man we could find were performed, as we put our product to the test with the most active pits imaginable. He’s what they call ‘The Mans Man’.

Queue Masculine Voice: “In our most recent study we followed the Man’s Man as he went sky diving over the Serengeti. Mid-dive his parachute ripped in half as he plummeted to the Earth and ended up fracturing his spine in 10 different places as rabid lions ripped his legs from his joints. But that didn’t stop him, he managed to fend them off with a rusty shiv and miraculously attached his legs back on with a pocket knife and a couple vines tied up into perfect square knots. He didn’t even break a sweat.

You need the best to achieve the best, SLY deodorant keeps you dry and fresh. Don’t sweat it, be SLY.

Queue female voice: Visit sly.com and choose your destiny.”

WEBSITE

DIRECT MAIL

FRONT OF ENVELOPE

BACK OF ENVELOPE

OFFER LETTER

FRONT OF PROMOTIONAL

BOOKLET

PROMOTIONAL BOOKLET

BACK OF PROMOTIONAL

BOOKLET

REPLY CARD FRONT

REPLY CARD BACK

PRESS RELEASE EVENT

Nautilus will be holding a public event at Central Park in NYC to introduce SLY. The event will be held on Saturday and Sunday and will be an all day event. If the weather does not permit the event will be held at the Javits Convention Center on the West Side.

•  In order to present and test SLY stations will be set up throughout the venue

•  It will include an athletic obstacle course, an academic decathlon, and a general skills course

•  Competitors will be required to wear a t-shirt with the SLY logo

ATHLETIC OBSTACLE COURSE

•  Test the athletic limitations of male participants, they will be required to wear SLY antiperspirant & deodorant

ACADEMIC DECATHLON

•  Those who feel confident about their educational skill set can put their brains to the test

GENERAL SKILLS COURSE

•  This course will challenge those who can relate to a casual lifestyle, and will test their cooking and handyman skills

The winners in each area will contend in the SLY Finals Obstacle Course that combines obstacles from all of the competitions, the Final winner will be named The Ultimate SLY Guy and will receive his own home gym, as well as becoming the face of SLY for a one year. Everyone competing will receive a free gym bag filled with various gifts.

THANK YOU