BECAUSE A MAN CAN

A PROMOTIONAL PLAN:
BRUT SHOWER GEL

PRESENTED BY:

MEGAN BLASE, MARISA GIACALONE, TYLER GREEN,

KATRINA KUIPER, DENATREIBER
TABLE OF CONTENTS
SWOT Analysis……………………………………3

Industry Overview…………………………………4

Market Analysis……………………………………5

Consumer Profiles…………………………………6

Brand Strategy Statement………………………….8

Creative Brief……………………………………...9

Promotion…………………………………………14

Social Media………………………………………15

Influencer………………………………………….19

Storyboard…………………………………………20

Print Advertisement……………………………….23

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 SWOT ANALYSIS
Strengths
• Current users of Brut, elder men, are
extremely loyal to the brand
• Multi-functional and affordable
products
• Dominant parent company, Unilever
(industry leader)
• Compelling and effective emotional
appeal
• Established product placement
amongst famous athletes
Opportunities
• Target men and women; with a strong
appeal to both, it can increase chance
of purchase
• Repositioning and rebranding the
product to compete in the market can
promote and heighten brand equity
• Invest in opportunities to sell directly
in the United States, reach new
distributors
• Create unified and recognizable,
multinational advertising campaign
• Eliminate intense masculine stigma,
reintroduce new attitudes towards
product
Weaknesses
• Lack of appeal towards women, who
are the most likely to purchase the
product
• Inadequate brand awareness in the
United States
• Not directly available in stores for the
American market (can be purchased
online but for a much higher price)
• Excessively masculine reputation
• Substandard advertising presence
Threats
• Competitors have already have a well-
established presence in the market (Axe,
Old Spice, Dove Men, and Nivea Men)
• Subversion of pre-determined consumer
mindset, might discourage past/current
consumers
• Elevated overall production cost
• Prevailing economic conditions may
cause consumer hesitation
• American market may not accept or
acknowledge the brand immediately
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INDUSTRY OVERVIEW
v Essentially known for their fragrance line, Brut shower gel is a
current competitor in the male body wash/ personal care market and
prides themselves on being an Australian made and owned product.
Their shower gel is a newer addition to their brand, and has many
competitors. Brut directly competes with brands like Axe, Old Spice,
Dove Men, and Nivea Men.

Axe takes a very manly approach to attract their audience. They

focus on men’s attractiveness to women and really emphasize sex
appeal. What started off as antiperspirants has turned into hair and
shower gel, that directly competes with Brut. They target a younger
generation of teenagers and young adults (18-25).

Old Spice has been well known for using combative advertising
techniques and their solid brand awareness. Their advertising is
extremely recognizable and resonates well with women, and draws
on the distinct physical characteristics of being a man. Being well
known for their distinct scents and extensive product line has
allowed Old Spice to create a valuable and loyal customer base.

Dove is a very familiar household name, which gives them a strong

competitive advantage. Originally targeted to women on all ends of
the spectrum, the introduction of Dove Men broke the constructed
paradigm. Dove also has a reputation of being one of the most
reliable and affordable products in the market. Their positioning
provokes an emotional attachment to the brand and resonates well
with their loyal customers.

Nivea Men has focused their marketing strategy on getting men to

be more conscious of their skin care routine. Known for their skin
care products, Nivea made it in their best interest to extend their
product line to men. They rely on targeting to women, who are more
likely to buy their products for the man in their life.

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 MARKET ANALYSIS
v The Brut brand has established itself in the Australian market. However, the
shower gel specifically is not currently part of the men’s personal care
segment in the United States, but it can be purchased online at an inflated
price.

CURRENT POSITION
v Brut’s current position is “The Essence of Man.” This approach is appealing
to a specific type of man, a “brut” man, which translates to dry, rough, and
raw. Currently they target to a much younger audience, who are men that are
introduced to Brut at a young age. The brand is seen as a cheaper alternative
to a high end product. Brut was designed for men who are on the go, and need
a quick, affordable, and easy solution for the hygiene needs, while still
upholding the image of a “manly-man.”

PROBLEM SOLVED
v The advertising campaign must make consumers aware of the Brut Shower
Gel product, in addition it must prove itself to be better than the competitors
in the category. This campaign must make Brut top of mind for consumers
when they go to purchase a men’s body gel.

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CONSUMER PROFILE
Logan, 23
Logan is a recent graduate who is currently
unemployed. Despite not having a job, he is
confident in his abilities and knows that
this is temporary. Throughout his life he
was considered a leader and never afraid to
push the boundaries. He stands up for
himself and others, and has a strong moral
compass. While many perceive him to be
an alpha male, he has a sensitive side that
he isn’t afraid to show. He considers his
mom his best friend, and sees her on a
weekly basis. He enjoys pop culture and
also has an artistic side. Logan is a multi-
dimensional man who doesn’t fit any
typical molds. After graduation, he turned
to Brut because he wanted a brand that
didn’t have boundaries. He needed a
product to rely on, with a message that fit
his beliefs. He could no longer stand to
support companies that promoted only one
masculine ideal.
Carter, 36
Carter is a middle school guidance
counselor who enjoys being a role model
for the younger community. He specializes
in helping kids embrace their differences
and has always been known to put others
before himself. Because this field is
predominantly women, Carter has made it
his mission to break the stereotype.
Throughout his lifetime, Carter has always
been known as an early adopter, and his
friends always turn to him for the latest
buzz in technology. He turned to Brut early
in his career, because he needed a product
he could depend on and a brand that
aligned with his values. Carter did not feel
represented in this category until Brut came
along. Carter decided he wanted to be at the
forefront of Brut’s movement to redefine
masculinity and he now recommends Brut
to all of his friends and colleagues.
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CONSUMER PROFILE
Tom, 54
Tom is an established businessman, who
loves to spend time with his wife and two
daughters. Although he spends most of his
time at work, Tom lives for the weekends
where he can watch a Steelers game with
one of his daughters and cheer his other
daughter on at her dance competitions. He
is a handyman and can tackle all of the
“manly” chores in the house, but also can
take serious fashion advice from the
women in his life. Tom has been familiar
with Brut since his early teenage years, and
has recently altered his everyday shower
routine by re-incorporating Brut Shower
Gel. He believes the scent is appealing and
fresh and loves the fact his wife does not
complain about the product he used to use.
Tom feels like his personality and values
are reflected through the brand, and
believes that Brut really understands who
he is.
William, 77
William is a retired U.S. Army doctor who
spent his life helping those in need. Even at
age 77, he is not afraid of adventure, and
has always been known to be a risk taker.
Despite the horrors he has seen, he has
lived life with a smile on his face, touching
the lives of everyone he meets. His career
has been nothing short of heroic; however,
he is most happy now with his wife of 43
years, two kids and three grandchildren.
There is nothing that makes him happier
then spending time with his grandchildren,
taking his wife to the local diner, or weekly
poker game with his buddies. With age
comes wisdom, and early on William has
realized that being a real man requires
much more than strong muscles. Brut has
been a staple product throughout William’s
life, and he feels that Brut is a part of his
identity.
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 BRAND STRATEGY
STATEMENT
v Brut offers affordable, high quality and consistent products. By appealing to a
wide range of users, Brut will gain access to multiple segments in this
industry, and ultimately be the first in this category to start a movement by
showcasing true masculinity in various ways, and giving its users the
opportunity to define what being a man means to them.

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 CURRENT SITUATION
v Brut shower gel currently targets young adult males. Brut has zero market
share in the United States, meaning it is not sold in any stores. However, the
product can be purchased online. The majority of these consumers are not
aware Brut exists, but for those that are aware, Brut does not appear in their
evoked set in such a highly competitive men’s body wash category.

CONSUMER PROBLEM
v The problem is that consumers are not aware of our product, they do not
consider our product for purchase, or they see the brand as “dated.”
Consumers in this category need a brand that they can identify with, and a
brand that understands that they are not the stereotypical man.

ADVERTISING OBJECTIVE
v The Brut Shower Gel advertising campaign targets men who want a personal
care product that is reliable and convenient. We want to bring awareness of
the Brut brand, inform the target market about our products benefits, while
simultaneously redefining the men’s personal care market. Our objective is to
get the target to resonate with our product and go out and purchase it.

MARKETING OBJECTIVE
v Our marketing objective for this campaign is to increase marketing
penetration and awareness through a 5% increase over a 12 month period,
using intensive social media marketing and commercial advertising
campaigns.

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 BRAND STRATEGY
POSITIONING
v Brut will be positioned in the consumer’s mind as a brand that doesn’t create
unrealistic expectations of them. Our consumer doesn’t feel labeled. They see
the Brut brand as accepting, and a product that doesn’t try and turn them into
something they are not.

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 TARGET AUDIENCE
v Our target audience is adult men, ages 20 years and up, who are at various
stages in life. We are targeting the early adaptor at the forefront of change. He
is motivated man, one who gets the job done no matter what it is because he is
confident in himself and values hard work. He is genuine and not perfect, but
values his self image. He is a risk taker; he pushes boundaries because he is
not afraid to be different. He is opinionated and stands up for others because
he often puts others above himself.

Demographics: Psychographics:
v Male v Active
v 20 and up v Adventurous
v At least a high school v Motivated
GED, most v Confidence
prominently a college v Self-expression
education v Genuine
v Varying income v Family-oriented
v Suburban/city v Values the finer
v Diverse things in life

Motivations: Needs:
v Simplicity v Multi-use functions
v Uniqueness v Reliable products
v Likes to stand out/be v Scent association
different v Convenience
v Cares about v Hygiene benefits
appearance v Emotional appeal
v Keeps up with trends v Appreciation and
v Encouragement from recognition
significant other

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 COMPETITION
v Brut Shower Gel is being introduced into the men’s personal care/shower gel
market. We face intense direct competition with Axe, Old Spice, Nivea Men,
and Dove Men. Each already have a heavy influence and loyal customers in
this market. Indirect competition of Brut Shower gel is all of the women’s
shower gel companies such as, Dove, Olay and Dial, as well as traditional bar
soaps (Ivory) and body scrubs.

THE CREATIVE STRATEGY

v By choosing Brut, men are not only making a change in their personal
hygiene, they are supporting a movement bigger than themselves. Brut
Shower gel recognizes that men are capable of doing anything, even if it
completely disrupts gender and social normality in today’s society. Our brand
is very inclusive and recognizes that there is a wide definition of what it
means to be a man today. By choosing Brut, consumers are playing an active
role in breaking male stereotypes that our competition prides itself on.

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 THE BRAND PROMISE
v Brut recognizes that there are many definitions of what it means to be a man
and we promise to give you a product that is not bound to a stereotype of
masculinity. We promise to be a brand without labels by giving the consumer
an opportunity to create their own definition of what it means to be a man,
regardless of who they are. To the consumers purchasing Brut Shower Gel, we
promise to deliver a product different from our competitors, in the same way
that all men are different from each other.

MAIN IDEA TO COMMUNICATE

v Men need a product that reflect who they really are. Brut communicates that
to be a man, you do not need to live up to the impossible standards of
masculinity. Our brand supports the man you are and we understand that there
is not just one type of man. Brut is a brand for every man, and we are allowing
consumers to define masculinity for themselves.

CALL TO ACTION
v We want our audience to resonate with Brut’s message and connect with us on
social platforms using our hashtag. #BecauseAManCan will be used to create
more brand awareness and spread our movement. We want our prospect to
realize that they do not have to conform to society's expectations of what it
means to be a real man and Brut will not label them. We challenge the
consumer to embrace what uniquely makes them a man, and join us in our
movement to change the stereotypes of masculinity by purchasing our
product.

NET IMPRESSION
v Our slogan “Because a man can,” empowers men to achieve greatness by
being their own kind of man. By associating our campaign with men who are
unique in their own way, we resonate with any male who does not conform to
society’s standards of what a real man should be. Brut leaves the audience
feeling a part of something bigger than themselves. Brut men are contributing
to a movement which breaks masculine stereotypes, and with their help we
will revolutionize the entire category.
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 PROMOTION
. v Our promotion strategy is centered around the
White Ribbon cause, which works to end male
violence against women. This is the perfect
organization for Brut to be involved in because
we are redefining what it means to be a real
man, starting with violence. Our promotional
event will run during the entire month of
November, which is White Ribbon Month. Our
influencer Odell Beckham Jr., will create a
video on our Facebook account explaining the
White Ribbon cause, while tying in Brut’s
movement and values. For every 10,000 shares
of this video, Brut will donate $1000 to the
White Ribbon cause. We believe that we
accomplish three great things with this
promotional event. We are able to generate
brand awareness for Brut, while also generating
awareness for the White Ribbon cause as well
as donating to it. Aside from this donation, Brut
will also have special packaging throughout the
month of November, that feature a white ribbon
on our black caps. Each of these bottles will
have codes to enter in on our website that
enables consumers to win a wide variety of
prizes. The ultimate prize is a meet and greet
with Odell Beckham Jr. and special box seats at
a NY Giants game. This will be a “Brut Box,”
and will have a lot of free gifts and food. Also,
for all products sold during the month of
November, Brut will donate a portion of the
profit to the White Ribbon cause. All winners
will be featured on our social media accounts.

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 SOCIAL MEDIA OBJECTIVE
v The main objective of our social media campaign is to spread awareness and attract the attention
of our target consumer. By utilizing multiple platforms, we can successfully reach these
consumers and convey a unifying message. With the reintroduction of Brut in the United States,
our goal is to maximize our reach and frequency in order to successfully compete. Aside from
reintroducing our product in this market, our goal is to redefine what it means to be a man. Our
campaign will spark a movement and show our target market that we understand what they need
and want. Our social media campaign will allow us to interact with our target, while also giving
us an opportunity to show why we are better than the competition. Our goal is to come into this
market with a “bang” and create a revolution. Our campaign, “Because A Man Can,” will
generate an important conversation regarding “masculinity” and for the first time ever in this
market, we are allowing consumers to define this concept for themselves.

SOCIAL MEDIA STRATEGY

v The strategy behind our social media campaign stems from a key insight we uncovered during
the beginning analysis of Brut and the current market. There was a misrepresentation in this
category that played on the typical masculine stereotypes in todays society, and the average man
was never seen. Major competitors like Axe and Old Spice, focus heavily on portraying an
unrealistic ideal for what a real man should be. Our strategy ultimately enables us to stand out in
this market by showing consumers that we really understand them. Our campaign, “Because A
Man Can,” conveys to consumers that they no longer have to live up to ridiculous standards and
that they can be themselves. With this campaign we are strategically marketing Brut as the
outlier in this market, and finally representing every type of man. We believe this strategy will
bring attention to our brand and products and will differentiate us from the competition.

SOCIAL MEDIA IMPLEMENTATION

v In order to accomplish our media objective, we will utilize Facebook, Instagram, and Twitter.
Each platform will be utilized in a different way; however, the culmination of these platforms
will result in a cohesive message that gives a holistic view of our brand. Facebook will primarily
be used as our main communication channel for product releases, special promotions, and
general brand awareness. We will encourage consumers to like us on Facebook in order to
receive coupons and use Odell Beckham Jr., the face of our company, to drive traffic to our
profile and website. Facebook will also be a vital platform to spread the message about our
movement to change the stereotype of masculinity, and with a high frequency of posts, our goal
is to get our campaign trending. Our Instagram will be used for sponsored posts featuring Odell
Beckham Jr. using our product as well spreading awareness for promotions and events we have
going on. We will also use ads that display pictures contradicting the stereotypes of masculinity
and encourage those to join our movement with a series of hashtags. Twitter will be
predominately used to increase our reach and show consumers our brand personality. We will
also use it to showcase the negatives of our competition in a light hearted way, that will
emphasize our unique selling proposition.

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 FACEBOOK

v During the month of November, our Facebook page will be dedicated to our special
White Ribbon month promotion, and throughout the rest of the year the Facebook
account will be used to generate brand awareness, introduce products, and spread our
movement. In November, we will have multiple posts written like the one seen above,
that continuously explains our promotional event and encourages those to interact and get
involved. We will seamlessly integrate our White Ribbon month promotion to fit with our
Facebook account, while also showing that Brut has a positive impact on the important
matters that men and women are facing. The Facebook campaign starts with our
influencer, Odell Beckham Jr., making a video on our account that explains what White
Ribbon supports, and telling the public why they should be involved. He will also explain
Brut’s movement, and encourage others to redefine masculinity for themselves. The
video will end with him asking people to share the video, and purchase our special
edition Brut shower gel that contains a code giving consumers the opportunity to win
prizes. On our Facebook, we will also announce the official amount of shares as well as
the amount of money Brut donates to the cause. We will ensure that we post pictures of
Odell Beckham Jr. handing over a check, as well as update the public on the winners.
After our promotion event in November is over, we will revert back to using Facebook to
increase awareness, encourage sales, and get #BecauseAManCan trending.

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 INSTAGRAM

v By using Instagram, we will post pictures directly from our account, allowing consumers and
fans of the brand to follow our story and campaign. We will start by taking each image from the
commercial featuring Odell Beckham Jr. in different scenes, acting out different situations in
which “real men” deal with. By using this platform, this gives consumers the chance to be up to
date with the different campaigns going on and allows them to get emotionally involved in the
campaign. Nowadays, many people do not get their news from television; most of the
information received comes through different social media platforms such as Instagram. Another
aspect we plan to incorporate will be the Boomerang feature which is an app that allows
Instagram users to create content that loops back and forth, endlessly. Boomerang is a small
feature that will show Odell running on the field during a game, and as the quarterback throws
him a pass, instead of it being the football, it will be the Brut Shower Gel bottle being thrown
and caught by Odell for a touchdown. All posts will feature the hashtag #BecauseAManCan that
users can utilize when posting images, videos, and personal experiences with Brut products.

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 TWITTER

v The sole purpose of our Twitter is to spread awareness for our products and campaigns. We want to use
Twitter in a light-hearted way to poke fun at the competition while conveying why we are better. After
seeing Twitter conversations between fast food companies going viral, we feel that this is the perfect
opportunity for Brut to make a name for itself in the United States market. Our competitors have a
completely different approach from us; therefore, Twitter is the perfect platform to show consumers this,
while also making people laugh. The purpose for our Twitter is not to sell products, the purpose is solely
to bring attention to Brut and our message. With that being said, we will briefly mention promotions we
have going on, and will tweet about our White Ribbon month results. This twitter account will give Brut
the opportunity to develop its own personality and become a real contender and competitor in this
category. We want to emphasize reach and frequency when it comes to our Twitter, because we want to
constantly be in the minds of our target consumers, to eventually be included in their evoked set of
brands.

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 THE INFLUENCER

ODELL BECKHAM JR.

Odell Beckham Jr. is a 25 year-
old American Football player
who plays wide receiver for the
New York Giants. He became a
distinguished athlete immediately
after finishing his career at LSU
and joining the Giants during his
rookie season. His media
presence boomed after his
outstanding one handed catch and
receiving multiple ESPY awards.
Throughout this campaign we
have chosen to use Odell
Beckham Jr. as the face of Brut.
Although his athletic skills, fan
following, and media presence are
an important aspect of this
decision, he has unique
personality on and off the field as
well. Odell Beckham Jr. is one of
the nations most well known
athletes to this day, and would be
a completely essential asset to this
brand. His unique personality and
sense of style allow him to be a
voice for real men all over the
country.

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 STORYBOARD

Shot: Close up shot of Odell Beckham Jr Shot: Close Up of OBJ sitting in locker room during
running onto the field and taking of helmet press conference listening to criticism and questions
shaking hair. about game.

SFX: Crowd noise cheering on OBJ as he runs SFX: Everything goes quiet, deep voice over of
out of tunnel. commercial saying “We know what it means to
listen.”

Shot: Long Shot of players praying with Odell Shot: Long shot of OBJ in film room dancing during
in front during Pre Game. a photo shoot modeling for a clothing company.

SFX: Crowd noise comes back in, deep voice SFX: Hip Hop music playing in background while
over saying “We know what it means to have deep voice over saying “We know what it means to
faith.” let loose.”

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 STORYBOARD

Shot: POV shot of OBJ working out on practice Shot: Close up shot of OBJ crying after being hurt
field training for the game. during game and being taken into the locker room.

SFX: Wind blowing, birds chirping, deep voice SFX: Crowd Chanting on “O.B.J” as he rides off the
over comes in, “We know what it means to train field crying, deep voice over comes in saying, “we
hard for the things we want”. know what it means to feel pain and mourn”.

Shot: Long Shot of OBJ dancing on stage with Shot: POV shot of OBJ holding the bottle while
kid at award show for kids, hair flowing standing in the locker room after a game before going
smoothly throughout the air. to shower.

SFX: Music playing as both dance, “Voice over SFX: OBJ comes in and says “We know what it means
comes in saying “We know what it means to be to be a real man. Use Brut, Because a man can.”
a role model.”

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 SCRIPT
Brut: Because a Man Can
(60 sec.)

VIDEO Time AUDIO

1. Shot: Close up Shot of Odell 7.5 1. SFX: Crowd noise cheering on OBJ as he runs out of
Beckham Jr. running onto the field Sec. tunnel.
and taking of helmet shaking hair.

2. Shot: Close Up of OBJ sitting 7.5 2. SFX: Everything goes quiet, deep voice over of
in locker room during press Sec. commercial saying “We know what it means to listen.”
conference listening to criticism
and questions about game.

3. Shot: Long Shot of players 7.5 3. SFX: Crowd noise comes back in, deep voice over saying
praying with Odell in front during Sec. “We know what it means to have faith.”
Pre Game.

4. Shot: Long shot of OBJ in film 7.5 4. SFX: Hip Hop music playing in background while deep
room dancing during a photo Sec. voice over saying “ We know what it means to let loose.”
shoot modeling for a clothing
company.

5. Shot: POV shot of OBJ working 7.5 5. SFX: Wind blowing, birds chirping, deep voice over comes
out on practice field training for Sec. in, “We know what it means to train hard for the things we
the game. want”.

6. Shot: Close up shot of OBJ 7.5 6. SFX: Crowd Chanting on “O.B.J” as he rides off the field
crying after being hurt during Sec. crying, deep voice over comes in saying, “we know what it
game and being taken into the means to feel pain and mourn.”
locker room.

7. Shot: Long Shot of OBJ 7.5 7. SFX: Music playing as both dance, “Voice over comes in
dancing on stage with kid at award Sec. saying “We know what it means to be a role model.”
show for kids, hair flowing
smoothly throughout the air.

8. Shot: POV shot of OBJ holding 7.5 8. SFX: OBJ comes in and says, “ We know what it means to
the bottle while standing in the Sec. use Brut, Because a man can.”
locker room after a game before
going to shower.

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Because A Man Can.

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