This document discusses repositioning the Brut cologne brand in response to changes in the cologne market and target audiences. It analyzes competitors like Axe and Old Spice who target younger audiences. To compete, Brut will be repositioned to emphasize confidence rather than sexual satisfaction. While maintaining its identity, Brut will target a wider range of males from teenagers to those in their 40s-60s to remain loyal customers as tastes have changed. The goal is to revitalize Brut's image and increase its market share.

1. The Essence of Men

2. TABLE OF CONTENTS
1. Agency Information
2. Product Analysis
3. SWOT Analysis
4. Product Repositioning
5. Sales Force Promotion
6. Trade Promotion
7. Consumer Promotion
8. Promotional Strategies
9. Budget Summary
10. Appendix

3. Who is
180 Agency?
180 Agency is a marketing agency located in Ithaca, NY.
Founded in 2008, it has established itself as a competi-
tive firm in New York State.
Our up-and-coming agency is committed to providing
creative tactics and strategies to help your product suc-
ceed. We are a dynmaic, efficient, and energetic group
of individuals who are committed to creating new pro-
motional strategies to achieve your sales goals. Our
techniques and personable skills allow us to establish
long-term relationships with our clients. We strive on
constant communication and feedback so our clients are
at our side step by step of the campaign.
Board of Directors
Chief Executive Officer: Brett Matlack
Chief Financial Officer: Zac Laumer
Director of Marketing: Kayla Inanc
Director of Sales: Jane Lee

4. Product Analysis
Current Economic Conditions
Due to the 2008 financial crisis, the American economy drastically
suffered. Particularly the low- and middle-class consumers reduced
their spending budgets causing the stock market to crash. Individu-
als were unwilling to purchase luxury products and services. Likewise,
the recession forced businesses to make budgetary adjustments to
avoid bankruptcy. As a result, many Americans were laid off and unem-
ployment levels skyrocketed. Parents struggled to supply food for their
children. Also, many homes went into foreclosure. Consumer confidence
plummeted, causing the stock markets to crash. Fearful of a double-dip
recession, customers were unwilling to make unnecessary purchases.
Although the National Bureau of Economic Research (NBER) officially
announced that the recession ended in June 2009, the market has yet to
recover. Consumers are still weary of the economic conditions. Studies
indicate that the number of generic-brand products has skyrocketed during
the recession. Similarly, the sale of brand name products has fallen, forcing
companies to implement new marketing strategies.

5. Competitor Analysis
The cologne market is currently dominated by Axe Body
Spray and Old Spice Deodorant. Both companies target
younger audiences using a variety of tactics such as
entertaining commercials. For example, Axe’s advertis-
ing campaign features a nerdy male teenager unable to
attract any female companions. After receiving a can of
Similarly, Old Spice commercials imply that
Axe Body Spray and using the product, women flock to
women are unsatisfied with their husbands
the geek. They are unable to resist his scent.
or boyfriends. The commercial implies that
women prefer confident, muscled jocks
Similarly, Old Spice introduced a series of humorous while the Axe commercials stereotype the
commercials featuring former football player and actor sexuality of women. The Old Spice com-
Isaiah Mustafa. Entitled “The Man Your Man Could Smell mercials dehumanize mankind.
Like”, the commercial is a single uninterrupted take which
features the actor in a variety of situations while perform-
ing a monologue. The entertainment aspect appeals to
the younger generation and has resulted in increased By studying the flaws of
sales. Brut’s top competitors, we
will be able to reposition
the product in a way that
does not stereotype either
sex. Brut will be marketed
as cologne that enhances
Both Axe Body Spray manliness and strength.
and Old Spice Deodorant All men posses the char-
rely on suggestive sexual acteristics to be a mascu-
tensions to appeal to cus- line hero; however these
tomers. Without the use of qualities are sometimes
either fragrance, it is implied shadowed by emotions
that a man is incapable of and overwhelming situa-
attracting a female partner. tions. Brut cologne uncov-
Axe commercials portray ers these attributes, allowing an individual to
scantily-clad women throw- maximize their manliness. Brut does not ensure
ing themselves at an “average Joe” sexual satisfaction like its competitors, but
character. Amongst the techno music guarantees confidence.
and hazy lighting, the women violate
the gentleman, inappropriately groping
him.

6. Product Repositioning
Target Audience
In today’s society, male grooming Armani introduced new scents which In the 1970’s and 1980’s, Brut’s
has becoming highly acceptable. emphasized youth and vivacity. target audience covered a vast
Young men are willing to take the Lighter and fruitier colognes gained range. At age sixteen, many male
necessary steps to perfect their control of the market, destroying the teenagers were presented with
appearance before leaving the sentimental value associated with Brut, signifying their entrance in
house. Thus, the 21st century has adulthood. However, celebrity en-
one’s first purchase of Brut. In order
seen tremendous growth in male dorsements from famous athletes
to compete in the market, Brut intro-
toiletries. In order to capitalize on such as Wilt Chamberlain, Hank
duced new scents such as Ocean Aaron, and Joe Namath intrigued
the increased demand, we have and Instinct, hoping to appeal to an older men to purchase the co-
elected to reposition Brut in the age-conscious audience; however, logne. Men secretly aspired to be
market. While we intend to main- the campaign failed. just like their idols. By purchasing
tain the co- Consumers Brut, they were one step closer to
logne’s iden- already identi- achieving their dream.
tity, necessary fied Brut as a
adjustments masculine scent Market trends shifted Brut’s tar-
need to be and erasing this get audience greatly, causing the
made in order image from their range to rise significantly. Pres-
to revitalize minds was incon- ently, Brut is primarily purchased
the brand. by men between the ages of 40
ceivable.
and 60. Over the years, many cus-
At the height tomers have remained loyal to the
of its popu- However, market brand. For example, men currently
larity, Brut trends are begin- in their 40s and 50s recall pur-
was the first ning to change. chasing Brut as teenagers. As they
fragrance At the start of matured, the men never changed
purchased by the 21st century, their colognes and remain faith-
teenagers as they transitioned to aggressive promotional campaigns ful customers as of today. Many
manhood. Previous promotional for Kenneth Cole and Old Spice customers have been wearing Brut
campaigns classified Brut as “the increased the popularity of manlier, throughout their entire adulthood!
essence of man.” Advertisements mature scents. Present-day teen-
agers wish to mature as quickly as Recent studies indicate that the
emphasized the importance of
number of Generation X males
teamwork, courage, and father- possible, bypassing their youth.
purchasing cologne is being out-
hood. The cologne signaled a Thus, it is necessary to return to paced by the Millennial Genera-
sense of growth and maturity, of- Brut’s traditional marketing tactics. tion. The younger generation is
ten representing a rite of passage. Consumers will be enticed by adver- far more concerned about appear-
Essentially, consumers equated tisements that depict strength, brav- ance. Additionally, they are willing
a young man’s first purchase of ery, and manliness. Marketing is a to spend more money on groom-
Brut to a bat mitzvah. Overtime, cyclical process. During the 1970’s, ing. Clearly, appealing to this
however, this marketing appeal distinct, musky scents dominated demographic is essential in order
vanished. America’s obsession the market. The 1990’s were catego- to obtain a larger share of the mar-
with youth during the 1990’s trig- rized by light, airier fragrances for ket. Advertising and sales will be
men. Presently, the stronger scents targeted to individuals between the
gered a drastic change in cologne
ages of 16 and 32. At this stage in
preferences, nearly eliminating the are returning to popularity. Empha-
life, men are self-conscious about
market for Brut. Fashion designers sizing masculinity and maturity will their body odor and are most will-
such as Calvin Klein and Giorgio reinvigorate Brut. ing to switch product preferences.

7. Sales Force Promotion Analysis of Sales Force
Promotion
To some customers, it may ap-
pear that offering incentive trips and
bonuses is an attempt to bribe sales
representatives. The selfish sales
force is only selling Brut in order to
receive a reward. Customers may be
turned off by this action. Representa-
tives are supposed to be passionate
about their products. Thus, we must
assure Brut’s customers that the gifts
are only to reward the sales force’s
hard work and dedication. Unilever
Brut’s sales representatives, al- representative will be required to com- does not engage in bribery tactics.
though formerly trained, may find it plete an electronic portfolio of all sales.
Due to our sales force promotion, we
difficult to persuade customers to Receipts and invoices must be stored
expect demand for Brut to increase
make purchases. Representatives and collected. by 10%. Retailers will purhcase addi-
from Brut can strengthen the brand tional shipments because of the sales
image by enforcing their credibility At the end of this six month period, all representatives. We also expect the
and strenthening their relationships representatives will send their port- sales force to increase their consum-
with customers. Potential custom- folios to Unilever’s headquarters in er base in order to obtain rewards.
ers may be stubborn and unwilling London, England. Keith Weed, Chief To measure the success of the sales
to participate in risky endeavors Marketing and Communication Of- force promotion, we must examine
such as switching brand prefer- ficer, and his associates will calculate past sales reports. The executives
ences, especially during a reces- each representative’s total sales. The will compare a representative’s sales
sion. In order to overcome these representative with the most sales will during the promotional period with
objections, we must encourage our be rewarded with a three-day, all- sales not during the period. Hopefully,
sales representatives to strategi- expenses paid trip to Aruba. Unilever we will be able to see a correlation
cally and aggressively attack the will pay for the individual’s plane fare, between consciousness of awards
market. At first, such tactics may hotel reservations, rental car, and three and sales. Additionally, we can ask
be met with resistance, but sales free meals a day (includes both alco- Brut’s sales force to complete a short
representatives must be patient. holic and nonalcoholic beverages). The questionnaire. Questions will include:
Their dedication and work effort will sales representative will receive a $100 1. Did you try to sell more Brut be-
hopefully result in increased sales. stipend per day to spend on luxury cause you were aware of the potential
Persuasion and negotiation may services (i.e. massage, spa treatment). awards?
be complex and lengthy processes, Additionally, the sales force members 2. What inspired you to sell the prod-
but we are confident Brut’s sales who sell the second and third largest uct?
force will complete the task! quantities will earn a $250 bonus in
3. In the past, have you been offered
their next paycheck.
rewards for outstanding performance?
To motivate Brut’s representatives,
we believe it is necessary to estab- Repositioning Brut will require exten- a.If so, what were the rewards?
lish a sales force promotion. Sales sive patience from our sales represen- These benchmarks will help Unilever
representatives will focus their ef- tatives; thus, it is essential to reward and 180 Agency determine the suc-
forts and resources on selling Brut. their hard work and dedication. Offer- cess of the promotion.
The sales force promotion will be ing the incentive trip and bonuses will
enacted on January 1st, 2011 and surely encourage them to sell Brut!
continue until June 30th, 2011.
For six months, representatives
will persuade distributors to line
their shelves with Brut’s products.
Throughout the period, each sales

8. Retailers tragically suffered during the
recent economic crisis. Consumers,
unwilling to purchase expensive brand-
name products, began shopping at dis-
count retailers such as Target, Walmart,
and Costco. Department stores such as
J.C. Penney, Macy’s, and Nordstrom’s
were unable to persuade customers to
purchase expensive alternatives. As a
result, stock prices sharply fell and prof-
its declined.
Trade Promotions
In 2010, recessionary pressures continue to plague up-scale retailers. Although customer confidence has
improved within the last year, retailers’ profits are expected to be smaller than initially forecasted. Because
of the turbulent fiscal environment, retailers are less likely to purchase large quantities of an unsuccessful
product. In order to encourage the purchasing of Brut, we would suggest a rebate to retailers. By pur-
chasing large quantities of Brut, retailers will be rewarded. When a company purchases 75 cases of Brut,
the company will receive a check for a 5% refund. Checks will be mailed to each retailer after the invoice
is approved. By purchasing a large quantity of Brut, retailers may fear that the product will deteriorate;
however, Brut has a long-shelf life. Hopefully, retailers will have to order new shipments within a month in
order to satisfy the new demand for Brut.
Also, we recommend the use of a first-time buyer discount. Smaller businesses, especially during the
recession, may be unable to afford Brut at the normal price. A 5% discount will be offered to these buyers
on their first order of any size. Family-owned businesses will opt for the first-time buyer discount because
they do not have the corporate backing of larger companies such as CVS and WalgreensIn the past few
decades, Brut’s popularity has declined. Competitors such as Old Spice and Axe are conveniently located
at eye-level and the center of shelves. Brut, however, is located towards the bottom of the shelf. The
bottom shelf is usually associated with generic and cheaper products. Consumers unaware of these prod-
ucts will be less likely to purchase it.
To gain the attention of prospective customers, we suggest creating a large store display. Brut will deliver
a six-foot, cardboard cut-out of a muscular jock holding a bottle of Brut cologne to each store; however,
there will be a hole in the face. Customers will be able to stick their face in the hole
and pretend that they are the next Brut man. The cut-out ties into another promo-
tional strategy discussed later. Additionally, the cut-out will have a banner which
states “ARE YOU THE NEXT BRUT MAN? ENTER NOW!” Details of the contest
will be written in fine print at the bottom of the banner. Although the display is experi-
mental, we hope to attract new Brut customers. A large store display that will gain
the attention of prospective consumers.

9. Consumer Promotion
Brut’s customers are looking for discounts and strategies to save money. Discounted items will sell in
larger quantities. Consumers’ wallets will be comforted because they are saving money. It is necessary
to employ consumer promotions to help move the sale of Brut products.
Typically, hygienic and grooming products are purchased in-store. Consumers may be forgetful in clipping
coupons from their sales circulars. Therefore, it makes sense to employ on-shelf coupons. All retail dis-
tributors with shelving dispensers and sales circulars will offer coupons. Additionally, customers who reg-
ister on Brut’s homepage will receive the coupon via their e-mail address or cell phone. Mobile coupons
will have a bar code that cashiers will be able to scan. We would also create mobile coupons and elec-
tronic coupons. We also create a barcode for smartphones to scan. In 2009, 3.2 billion copuons were re-
deemed through clearinghouses, the most significant gain in 17 years. The National Newspaper Network
reports that 91% of consumers ages 25 to 34 use newspaper coupons. This age bracket fits our new
target audience. Also, the data proves that during a recession, consumers are more price-conscious.
Prior to the recession, customers carefully analyzed shelves in search of their preferred deodorant or af-
tershave. This lingering activity disappeared when the economy worsened. Customers are more budget
conscious and will search for the cheapest product. If a customer were to spot a coupon dispenser on a
store shelf, his attention will be grasped. When an individual purchases a 5 oz. bottle of cologne, he will
be intrigued by the possibility of an immediate price reduction. The customer will examine the product
to determine if it is satisfactory. Brut’s products carefully moisturize and clean the skin while providing a
fresh scent. Confident in his purchase, the customer reaches for the coupon and heads for the check-out
For this promotion, the coupon will feature a
bundling package. When an individual of pur-
chases a 5 oz. bottle of after shave, he will
receive a free 6 oz. bottle of deodorant spray.
The promotion will run from June 1st, 2011 until
June 30th, 2011.
Essentially, the customer is receiving two prod-
ucts for the price of one. The coupon allows the
customer to purchase multiple products in the
Brut family without having to make several pur-
chases. The customer will be more likely to use
the free deodorant spray instead of purchasing
another brand. Thus, the customer may learn to
enjoy using Brut and eventually become a loyal customer.

10. Analysis of:
Consumer Promotion Trade Promotion
Because we are repositioning Brut during a period of Measuring the effectiveness of the trade promo-
recovery, it is essential to balance price and value. tion will be difficult. Because of the recession,
Stereotypically, consumers equate price with value. retailers may be willing to purchase large quan-
By purchasing a brand name product, customers tities of an unfamiliar product. We will have to
believe they are receiving an item of higher qual- analyze which companies will accept the rebate.
ity compared to a generic product. However, such Then, we can compare the companies that use
stereotyping has vanished because of the reces- the rebate and offer the promotion to similar
sion. As long as the product fulfills the customer’s stores.
use, it is likely to be purchased. Therefore, cheaper,
To assess the first-time buyer discount, we will
generic products tend to sell more in this economic
have to keep track of future sales. We expect
environment.
retailers to continuing purchasing Brut after their
By offering a bundled package, we are not reducing first order because of the initial discount they
the quality of the product: we are simply attempting received. Brut may replace another brand of de-
to revive a dormant product and boost sales. The odorant/after shave that is too expensive for the
coupon saves the customer money by introducing small business to purchase.
two Brut products without sacrificing the brand name
The use of a store display will hopefully attract
or quality. When the economy has fully recovered,
new customers. Individuals will be able to put
we may find it necessary to reevaluate the use of
their face in the hole. Customers are now a part
coupons.
of the campaign! Measuring the success of the
Brut’s exclusive deal may attract new customers. store display will be difficult. Using the store’s se-
Competitor firms such as Stetson and Old Spice curity cameras, we could determine the volume
may envy the new demand for Brut. Thus, competi- surrounding the display and deodorant aisle;
tors may issue similar coupons and packages. Unile- however, this may be unethical. Instead, we
ver and Brut must be able to handle the competition. could monitor the volume regarding the YouTube
At the end of the six-month promotion, we expect contest. The cardboard cut-out provides details
the use of coupons to increase sales of Brut by ap- on the contest. When contestants submit their
proximately 15%. To measure the growth, we will videos on the website, we could ask them to tell
examine sales during the six-month period and com- us how they heard about the contest. One of the
pare them to the same time one year ago. Addition- options would be “Promotional Cut-Out in Store”.
ally, we will track the number of orders requested by After the contest ends, we could tally the number
each distributor. Then, we will compare the shipment of contestants who checked this box and deter-
orders to previous orders. However, we must con- mine if the display was a success.
sider that these benchmarks may not be the direct
cause of growth.Increased demand can be attributed
to other factors such as the economic environment
or the competitive nature of the industry. We recom-
mend using electronic customer reviews. By The short questionnaire will ask four questions:
going to Brut’s website, the customer can
discuss how they feel about their purchase. 1. How did you hear about Brut?
2. Did you use a coupon with your purchase?
3. Did the coupon intrigue you to purchase Brut?
4. Are you satisfied with your purchase?
All of the questions (excluding the first) will have either
“YES” or “NO” answers . Hopefully, we will be able to
determine if the coupon effectively increased sales.

11. Other Promotional Strategies East Coast
In order to increase awareness of Brut, Unilever must market the product to the new target audience
in a centrally-located region. The East Coast is more densely populated than the West Coast; thus,
we decided to select the New Jersey/New York region. Residents from New England and the Mid-
Atlantic states can easily travel to this area.
Sporting Events
We have identified sporting events as a great opportunity to promote Brut. In particular, baseball
games attract approximately 40,000 fans per game. During the spring season, vendors will travel
to Yankee Stadium in New York City. Before fans enter, Brut’s promotional team will be positioned
outside the entrance in a large tent. Brut’s team will distribute free promotional products plastered
with the Brut logo and travel-size samples of Brut deodorant. Additionally, Unilever will sponsor a
live-band and provide
two interactive games.
Fans will have the
opportunity to interact
with team members
outside of the stadium.
Brut will attend three
Yankee games during
the promotional cam-
paign.
• March 31st, 2011 vs.
Detroit
• April 22nd, 2011 vs.
Baltimore
• June 1st, 2011 vs.
Oakland
To determine the success of our athletic promotion, we will obtain feedback from sports fans. At the
baseball games, fans will be asked to sign a privacy waiver. Then, they will be asked to discuss their
opinion about Brut. All feedback will be recorded via a tape recorder. We will send the tapes to Unile-
ver’s headquarters where the information will be used to help future promotional campaigns. Also, we
will monitor retailers’ sales of Brut within a twenty-mile radius.
In today’s market, relationship building is crucial in maintaining success between consumer and prod-
uct. Relationship marketing adds value to any sales process by focusing on a win-win philosophy that
allows the consumer and Brut to gain through this process.
Advertisements are necessary to promote Brut to a younger audience. Specifically, Brut’s advertising
campaign will venture into sports arenas. Because of its central location, our billboard will be featured
on the highway exit approaching the New Meadowlands Stadium in East Rutherford, New Jersey.
The stadium is home to the New York Giants and the New York Jets. Vehicles will
see the billboard as they exit the highway.
Additionally, Brut will sponsor an advertisement during half-time of each game. A
video camera will span the crowd and locate the craziest fans. A screen-shot will
be captured. Also, the advertisement will have the Brut logo on the bottom of the
screen. The ad will be next to the scoreboard so that the entire audience can see
it. Now, the audience is integrated into Brut’s ad campaign.

12. Other Promotional Strategies West Coast
On the West Coast, we were unable to find a
centrally-located arena to establish vendors. The On the night of the event, Brut’s sponsors will be in
West Coast’s population is less compact than attendance. Any remaining samples will be distrib-
the East Coast, making it difficult to attract large uted as guests depart. Also, the vendors will distrib-
audiences in one location. Further research will be ute the “BUY ONE, GET ONE” coupons.
necessary to determine an ideal location. In order to determine the success of collegiate
College Campuses advertising, we will employ two methods. First, all
guests will receive an e-mail questionnaire. The
Nevertheless, we believe it is necessary to estab- short questionnaire will contain the following ques-
lish vendors somewhere on the West Coast. We tions:
selected California because of the vast population;
however, we decided to vary our promotional strat- 1. Prior to Brut’s presence on campus, have you
egies. On the East Coast, we elected to advertise ever heard of the brand?
Brut in stadiums and sport arenas. Although sports 2. Have you used Brut in the past?
are popular on the West Coast, diversifying the 3. Have you used your free sample of Brut yet?
advertisements would be beneficial. First, not all
Brut customers may enjoy sports. A true Brut man a.If so, what were your thoughts on the
embodies strength, courage, and confidence, but product?
this does not imply he is an avid sports fan. Ad- 4. Will you be more likely to purchase Brut in the
ditionally, we are attempting to target a younger future?
audience in our promotional campaign. Fans Also, we will have to monitor the sales of Brut. We
at baseball games vary greatly in age. In order will track the monthly sales of Brut in retailers such
to narrow our target audience, we believe Brut as Target, Walmart, and CVS within a ten-mile
should visit various colleges throughout California. radius of each of the campuses. Hopefully, we will
At each college, vendors (wearing Brut apparel) see increased sales.
will distribute free travel-size samples of Brut
deodorant to students. Also, hats, mugs and shirts
with the Brut logo will be passed out. Students, Press Release
intrigued by free gifts, will take the sample back to
their dorm and use it. This method increases the Besides these great promotional strategies, we
awareness of our product while simultaneously also wrote a press release that announces of You-
targeting a younger audience. Tube contest. Because we are repositioning Brut
to a younger audience, we are searching for a new
Brut will visit three campuses across the state spokesperson. Contestants are asked to upload a
during the six-month promotional campaign. 180 30-second clip discussing why they consider them-
Agency has selected three important campuses: selves to be the next Brut Man. Press releases are
University of California-Los Angeles (UCLA), Cali- free promotional tools and can greatly increase the
fornia State University-Long Beach, and Riverside awareness of the contest. Further details about the
Community College. contest are discussed in the appendix. The press re-
Additionally, Brut will sponsor a themed-party at lease will attract the media’s attention because there
each of the campuses. Each school’s Student is a possibility for some crazy video submissions!
Government Association (SGA) will work with
Brut’s vendors to create an entertaining, non-alco-
holic party for students on campus. Each school
will receive a $1,000 donation from Unilever to
contribute to the event. Most likely, food and enter-
tainment will be purchased with the donation. All
guests will be required to submit their e-mail when
registering for the event.

14. Append
ix
180 Agency
953 Danby Road
Ithaca, NY 14850
607-274-5555

15. Promotional Materials Outdoor
This billboard design is
targeted towards the
prospective population
that would be inter-
ested in becoming
the next spokesper-
son for Brut. The ad
show three of Brut’s
previous spokes-
person- all three of
them great athe-
letes in their own
perspective sports.
Muhammad Ali was
a legendary boxer,
Wilt Chamberlain
is one of the most
respected baset-
ball players, and
Hank Aaron was
a great baseball
player. These
ads will be in high-traffic
locations and directed towards fans of sporting
events. However, this ad can be made into various
forms—they can be inside baseball stadiums (as
shown below) or on the internet as banners.

16. Promotional Materials Advertisements
This a print ad-
vertisement that
will be featured in
two newspapers:
The Philadelphia
Inquirer and The
San Diego Union.
The ad describes
the positive
aspects that we
associate with a
Brut man.

17. Promotional Materials Advertisements
This ad also show-
cases the positive
attitude associated
with our product, but
it is geared more
towards the younger
demographic of
males. The colors
are simple so that
it can be easily
read. The product
shot really captures
the attention of the
audience. We want
a consumer to see
this and have the
desire to have these
attributes and use
Brut.

18. Promotional Materials Interactive
Our search for the next Brut man is intended to raise produce aware-
ness and to find our next spokesperson. We want to find someone
who embodies our ideas of a Brut man—someone who is respectful,
smart, and self-sufficient man who defines our slogan “essence of
man.” Our ads focus on defining who our ideal Brut man is and who
our target audience is. Our billboard ad directly promotes our search
for the Brut man. We also want to focus our search on sporting
events and the fans that attend these events. Our search for the next
Brut man is also very PR oriented—which is priceless. We want this
search to become national news. We hope to go on morning shows
and become featured on national news with this promotion. Our
search for the Brut man is very interactive and consumer-oriented.
Applicants has to record a short 3-5minute video explaining why
they embody the Brut appeals and submit it to us. We will then post
all of these videos on our Youtube account (youtube.com/iambrut).
Not only is this a fun way to find our spokesperson, through word-
of-mouth and extensive PR efforts, we hope that audience is general
will view these videos and become well aware of our product.

19. Promotional Materials Interactive
This is an example of one of
our interactive banners to be
displayed in major sporting are-
nas. It will be in the backdrop
of stadiums on the larger TVs.
It will have the same image we
have on our outfield walls in
baseball stadiums, as well as
our billboards.
During halftime/commercial breaks,
we want to pan over to the crowd
and point out great fans of the game
and put on the Brut Slogan. It is
similar to the “Kiss Cam” they have
at NBA games. We would have this
up on our scoreboard and screen
so that the whole stadium will view
the ad. The audience can literally
become a part of our ad campaign
and our promotions, which is a very
fun and unique approach.

20. Promotional Materials Merchandise
The following merchandise
is to be given away during
the baseball games and
campus visits.

21. Promotional Materials Press Release