Old spice rebranding.

Old spice was a 1930s product that was much like Brut, they started strong then faded. But in early 2000's Procter & Gamble rebranded it. They made it an 'experience', something that you needed. Now they brnading it as something that can enhance the male experience for women. They new advert shows a man talking to the viwing woman at home saying everything they could have and how their man isn't like him but if they smelt like him its just as good.
I want to do they same with Brut but now advertise to the women but to the men. I want to show how Brut can add to their aura and make them remembered and wanted by women.

http://www.rocketxl.com/dev/oldspice/assets.htm#key  For old spice history and comments.

Brut slogan

I want to do a slogan related to the history of brut, be it a henry cooper refrence, help the heros or the 33% cologne. I used the Brut website for refrences and one liners from the adverts.                  http://www.brutformen.co.uk/gallery/ 

Ideas:
 67% man 33% Brut
Greatest Knock out
Release the Brut
Man, the essence of Brut
Brut, punch-gent
Be more than a man, be a Brut
Remember the Heros.
Brut-ish charm
33% more man than you.
I love the smell of Brut in the morning
Be the greatest, brut
Brut, what a knock out
Its hard to beat the best, Brut.
Become a Brut
Old classic, new Hit. Brut
delcare yourself a Brut
Proud to be Brut
"On to a winner" Always a winner.

Brut adverts today

Brut aftershave adverts today have cheesy one liners. Brut is aware of its ‘cheap’ and smell for ‘old grumpy men’, I feel this is just putting the product down. Some products can get away with making fun of itself but Brut doesn’t do it in a funny tasteful way.

The colour scheme is completely white and green, which are the colours of Brut. The text has a worn look; I think this is because it’s an old aftershave. The layout is a photo of brut from below and the text enhances the ‘looking up’ view.I think the target market is the older gentalman. I want to change the market to 18-late 20s, the older men will still wear and buy it if they like it. Choosing to go for a younger person will help boost sales and bring Brut back to the main bands market. To make it appeal to younger genaration the advertising must be simple, remeberable and funny. 

Layout of posters/ adverts.

The layouts of most aftershave adverts are very similar. The aftershave bottle is in the bottom corner (usually the right) and the main focus is a man with a perfect body looking at you, towards you or at the woman he’s with. Because you can’t smell the aftershave they have to sell an idea or style. The advert has to stick in the mind of the viewer so when they come to try aftershaves they will think about trying yours. The colours used in the adverts are always the same as the bottle so there is a connection between the main focus and the bottle.

Lynx is the most successful male deodorant on the market. It’s cheeky and easy to remember adverts keep it current, they also are constantly bringing out new fragrances with a twist. Some special edition, some can change sent when mix with another. All of there campaigns are around how using lynx can help you get girls and stop that embracing sent that you create.

Lynx focuses on the males sent getting the girls attetnion which is cheeky but not offensive. I want to use the same tounge and cheek humour in my poster.
All of the posters focus on the woman and the effect or want for the man. In my posters I want to be more the effect on the man more than the woman.

         

All of these Brut adverts have a sexual or sexist undertone. The adverts themselves are very basic and bold. In my adverts I want to get the simplicity of these adverts without the sexist tone.