Men’s aftershave brand Brut is launching a campaign that, like 2010's Brut Slap and last year's Brut News Network (BNN), offers a new spin on machismo. The TV and digital campaign, via Oradell, N.J.-based Sigma Group, is -- like the previous offbeat humorous campaigns -- focused on young guys with a digital media orientation.
The campaign for the division of Helen of Troy, Ltd.'s Idelle Labs does, however, include two 15–second spots showcasing how Brut embodies “The Essence of Man.”
The ads point to how society makes guys conceal their atavism -- but how, by wearing Brut they can bring out their inner "he man." One of the ads has a guy being harangued by his wife (or girlfriend) to hurry up because they’ll be late. The instant he applies Brut, she runs back into the bathroom, suddenly very pregnant. As is the goldfish, and the beagle. The media buy includes male-targeted networks in the U.S. and Canada such as Discovery, History and Spike.
Online banner ads are featured on similar male-focused Web sites including Playboy.com, BleacherReport.com, BreakMedia.com, CollegeHumor.com and OfficialManCard.com. Each ad reinforces the central idea of Brut as an enhancement to maleness.
Additional consumer engagement elements include a season-long partnership with Minor League Baseball and an August sponsorship of the New York-area Warrior Dash, an 5K obstacle course event through harsh terrain. The MiLB partnership was brokered by Norwalk, Conn.-based Octagon Marketing. The company says the purpose of the sponsorship is to engage fathers and kids with in-stadium activation elements such as the “Brut Handslap,” challenging men to compete in a creative handshake challenge.
Last year’s BNN on Facebook.com/Brut was a hosted news format with original video and “news” that was part sports, part humor.
The company has aimed at younger males for its efforts with a heavy push on social media and interactive platforms like 2010’s “slapification” app on BrutSlap.com.