BRUT - Briefing

Brief

The original briefing was presented by a creative advertising tutor, in which we were given a presentation with the option to work with a creative advertising student; reinvigorating a brand/product from the ’80s to a current and new market. The options consisted of Shake’n’ vac, Brut or After eight.

Callum and I decided to work as a team, with Lucy Matthews a creative advertising student from Level 3 who had decided to focus on the brand Brut.

Lucy's Initial Ideas/Notes:

Research - what you did and who you talk to? Brought Brut from Boots.-On offer -£2.95-Next to old spice and Lynx-Very easy to spot on the shelf with the green packaging. Primary research asking people about Brut.  Research Insights - what insights did you develop? You can be masculine without being a creep.Some women/men find powerful men attractive. Brut is everyday. Strategy - How are you going to do it? Change perceptions by showing that being a man, is more than just being a ‘man’. Media Plan3 print campaign.
Proposition - Come up with ideas around this. It must link! Modern Everyday Man. Target audience - EXPLORERSThese people look for challenge and discovery.Always want to be the people to try out new experiences and ideas. They look to be different from other people.Their core motivation is for discovery. ‘Not every man is the same but we are all men.’ Since the beginning of Brut, their marketing efforts have focused on young male teens entering adulthood. Brut prides itself on being the brand that teens use as their first cologne; transitioning them to manhood. We want to attract new buyers while maintaining Brut’s identity.  NOTESWhat it takes to be a man.Modern men doing everyday things - Modern day man.Individuality rather than conformity makes the modern man.