BRUT

Services

• Content Development
• Production

The Challenge

The hundred-year-old iconic fragrance brand needed a much-required rebranding to move from the traditional, legacy after-shave buyer to the new, younger male looking for modern fragrance, effective personal care, and compelling benefits and all at a great value.

The Solution

The solution was a total rebranding of the packaging the site, content, and media coupled with a repositioning of the brand and total renovation of the product. The focus along with reaching him, was to motive her; the female partner who was so influential in a man’s decision.

Business Unusual

Our solution not only address the image of Brut, but we far went deeper based on the insight around the evolving depiction of masculinity today, and the fragmentation of that image with young men who were searching for identification amongst ever-changing public projections.

Brut took a stance as the champion of “Positive Masculinity”, showing young men what it meant to be caring, protective, confident and empathetic. This image was projected through digital content, testimonials, borrowed equity and paid media.