BRUT - Lucy's Initial ideas

As stated in the time plan the creative advertising course had to present the 10 big ideas that were relevant to the strategy, proposition and target audience.  

Target audience

RESIGNED?

Predominantly older people with unchanging values. Enjoy traditional roles and lives.

They prefer the known rather than the new.

In 40s and 50s music reminds you of stuff in the past. 

Older generation who are nostalgic about their past. 

Women say Memories of their past. Make him feel 25 again. 

Bring it back for good.

Linked to sport or performance.

Real men. 

(Referring back to the brief- Make Brut relevant again! Brut has lost their audience.)

Older audience are saying that its a cheap brand who’s had its day. 

Re-marketing it to a younger audience. 

It has tradition, it has heritage but it's still an affordable and fun product. Which is a Mass market brand. Most men could afford to buy!

Audience should be 20 upwards. If you target to older people they already know the brand and its not new to them. It's almost old fashioned for them. But if we target to a new audience it will keep the brand more relevant. If older people see the campaign they will relate to it in a nostalgic way which could lead to people talking about Brut.

Back in the day Brut was known for the man who plays a lot of sport. 

Not students! Because students and younger people like well known brands. 

Keep the core values -

 linked to sport

masculine men

BRUT of a man

affordable

Fun 

different 

Real man 

Attract women 

Smells good 

Make brand popular again but keep their core values. 

Affordable, Smells good.  Back in the day it was given as gifts.

Confirmed Targeted audience

Men 20 years upwards but NOT students who have active lifestyles. 

They have a strong goal orientation as they want to be successful.

These people look for challenge and discovery.

10 big ideas

The feedback stated that some of the ideas were too 'raunchy' and maybe would not be received well by the intended target audience. The typography focused ideas worked well, but as we are introducing the product as a fresh idea to a new target audience a visual reference of the actual bottle may give better context as to what is being sold. The typography based ads would be more effective if we had kept the current target audience as the colour and logo would be enough to make the association to the brand/product. 

Change of target audience
In response to the feedback from the presentation of the ideas, we reevaluated the target audience and strategy of our advert. 

Research + reasons:

Find the problem and give your audience the solution of Brut!

From asking my target audience about Brut they said they would pay more for a smell they actually like.

Through research Brut was given to young boys as a sign that they are a grown man. 

Don’t focus on the SMELL. Just SELL!

Brut bottle is plastic great for in college bag!

Don't think about age think about Psychographic Bands!

New Target Audience -  

EXPLORERS

These 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 young male teens entering adulthood. Brut prides itself on being the brand that teens use as their first cologne; transitioning them to manhood.

Target audience.

We want to attract new buyers while maintaining Brut’s identity.  

Brut is here to transition you into manhood. 

Strategy

Show that Brut is the key to manhood.

Proposition

Manhood essential.