Online
- consistent use of green and white typography
- bold typography
- images are suggestive of masculine activities
- product photography on white background or in a relevant context
Existing adverts
- very focused on being a man
- traditional masculine values
- attraction to the female
- sexual innuendos
The tone of voice and presentation of the masculine values is soemthing that we will take into consideration when designing the new advertising approach. the change of target audience may change the masculine focus a little, but it would be good to try and keep the original tone of voice that the brand has built.
Why Brut still sells
Nostalgia, imprinting, sex suggestive
Article from Daily Mail 6 September 2008 written by Josh Sims, 15 things you didn't know about men's fragrances.
Imprinting: The Reason Why Brut Still Sells
-Men tend to prefer fragrances that were either worn by their father or smell similar to them.
-This is because we only learn to think of smells as ‘good’ by associating them with good feelings – and these are imprinted permanently by our early teens.
-This provides some explanation for why certain men’s fragrances remain widely imitated bestsellers generations after their launch, such as Old Spice, Tabac, Eau Sauvage and Brut, which still achieves sales of over £40m a year.
-Compared to women, men are typically drawn to a severely limited palette: fragrances that are initially fresh and clean, suggestive of good grooming, and have an undercurrent of woody, liqueur richness, suggestive of sex.
CAMPAIGN - How to reinvent a brand in an authentic way. Tips from Fold7's strategy partner Yelena Gaufman.
If it ain’t broke don’t fix it.
Reinvention isn’t just about keeping up with the times. It’s about finding a story, falling in love with it and making it your forte.
A brand with a point of view has more to say and more to engage people with.
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