THE PRODUCT Antiperspirant & deodorant that proves to protect in any situation
KEY COMPONENTS SLY will utilize all the benefits that a deodorant and antiperspirant provides Highly efficient against competitors in killing odor causing bacteria, and prevents perspiration Healthy alternative to other antiperspirants, does not contain Aluminum, which has been linked to Alzheimers Lasts longer, keeps under arms dry, appealing scent, 24- hour protection
TARGET MARKET Men of ages 16-50 in the Tri-State area Broken down into three lifestyles; active, professional, and casual
ACTIVE Matt is a 30-year-old personal trainer, he has a hectic schedule with his clients and needs a dependable antiperspirant & deodorant to get him through the day.
PROFESSIONAL Robert is 50-years-old and works in finance as a vice president in risk management at American Express, and is always running from one meeting to the next. His job is highly stressful, and he is responsible for reporting to the president in the risk analysis department. Robert spends his time traveling often between the CT and NYC branches. He rarely goes to the gym, but when time permits he takes advantage of the opportunity.
CASUAL Andrew is an 18-year-old college student at FIT who’s major is in Design. He leads a very relaxed lifestyle and only makes it to the gym 1-2 times a week. He’s an artist, he enjoys cooking, leads a trendy social life and spends a lot of his free time with his friends.
I live a crazy life. I wake up early in the I work at a law firm. Most days I havemorning, sometimes 5 o’clock if I’m lucky. meetings. Do I ever make it on time.I run to the gym and once I’m there I workon every part of my body. Let’s face it my (guy shakes his head)muscles are my most important feature.
After I put in my hours to pay the bills I stop to have a drink with some friends atI run some errands. Post office, a local bar. Girlfriends calling me again.Laundromat, grocery store onlybecause my girlfriend calls me toremind me I have to cook her dinnertonight.
I rush home, throw some pasta on the Bottle of wine. Perfect.stove.
In order to keep me protected, fresh, andSLY, I use SLY deodorant. It’s one less thingin my life I have to worry about. DON’T SWEAT IT. BE SLY.
A cool female voiceintroduces the ad:Recently at SLY headquarters asuperior antiperspirant deodorantwas developed to provide menthe super protection neededagainst perspiration and odor. In-depth field studies of themanliest man we could find wereperformed, as we put ourproduct to the test with the mostactive pits imaginable. He’swhat they call ‘The Mans Man’.
Queue Masculine Voice:“In our most recent study wefollowed the Man’s Man as he wentsky diving over the Serengeti. Mid-dive his parachute ripped in half ashe plummeted to the Earth andended up fracturing his spine in 10different places as rabid lionsripped his legs from his joints. Butthat didn’t stop him, he managedto fend them off with a rusty shivand miraculously attached his legsback on with a pocket knife and acouple vines tied up into perfectsquare knots. He didn’t even breaka sweat.You need the best to achieve thebest, SLY deodorant keeps you dryand fresh. Don’t sweat it, be SLY.Queue female voice: Visit sly.comand choose your destiny.”
Nautilus will be holding a publicevent at Central Park in NYC tointroduce SLY. The event will beheld on Saturday and Sunday andwill be an all day event. If theweather does not permit the eventwill be held at the JavitsConvention Center on the WestSide.• In order to present and test SLY stations will be set up throughout the venue• It will include an athletic obstacle course, an academic decathlon, and a general skills course• Competitors will be required to wear a t-shirt with the SLY logo
ATHLETIC OBSTACLE COURSE • Test the athletic limitations of male participants, they will be required to wear SLY antiperspirant & deodorant
ACADEMIC DECATHLON • Those who feel confident about their educational skill set can put their brains to the test
GENERAL SKILLS COURSE • This course will challenge those who can relate to a casual lifestyle, and will test their cooking and handyman skills
The winners in each area will contend in the SLY Finals Obstacle Coursethat combines obstacles from all of the competitions, the Final winnerwill be named The Ultimate SLY Guy and will receive his own home gym,as well as becoming the face of SLY for a one year. Everyone competingwill receive a free gym bag filled with various gifts.