BRUT takes on Old Spice with Online Game -
as featured on AdFreak.com
Old Spice’s rivals continue to vent their frustration over the brand’s pop-culture-sensation Isaiah Mustafa campaign. First, Axe Canada positioned itself as the deodorant “for men who’d rather be with a woman than on a horse.” Now, Brut has gotten slap-happy with a silly Web game in which you’re encouraged to slap a guy in a towel. (You can also slap a mime—and vote on whether “the Playa” or the “Speedo Guy” should be presented for slapping next.) You can choose to hit the towel guy with a spice jar, a ship in a bottle, or a bottle of Brut. He reacts to a blow from the latter by whinnying like a horse.
BRUT: Slap the Man Your Man Could Smell Like -
as featured in AdvertisingAge
If you go over to Brut’s website — yes, there is such a thing — the after-shave and deodorant maker will let you play a game in which you slap a man who looks remarkably like Old Spice’s The Man Your Man Could Smell Like. You can also slap a mime. The mime, it seems, won out in a vote against someone called The Incident (hahahaha, he’s like The Situation from “The Jersey Shore”). If you go to the site now, you can vote between The Playa (a Tiger Woods look-alike) and The Speedo Guy (which is just a hairy, tubby dude in a Speedo).
BRUT Slap-Happy For Younger Guys, Real Men -
as featured on MediaPost.com
Look out, Old Spice guy. Brut, a division of Helen of Troy, Ltd.’s Idelle Labs, is launching its first campaign in three years and its first multi-tier national campaign in more than a decade.
The effort, via Oradell, N.J.-based Sigma Group, plays on the idea of slapping someone who deserves it — sort of an extension of the slap men give themselves when they apply aftershave. Three TV spots — as well as print initially, and product integration on Monday night NFL broadcasts — direct traffic to new Brut Web sites, BrutWorld.com, and BrutSlap.com. The latter centers on an interactive slap fest, where a series of boorish guys — parodies of real pop-culture personalities — all but beg to be slapped.
The BRUTSlap.com launch event, held at New York City’s LightSpace on October 28, was a huge success. Celebrating the kick off of the new media campaign, guests previewed BRUTSlap.com and the redesigned BRUTWorld.com, while snacking on ‘manly munchies’ and tasting Evan Williams’ portfolio of bourbon.
This fall, the slapping begins, and not just in the political arena. BRUT is launching a new campaign asking consumers the question, “Who do you think should be slapped?”
The BRUTSlap.com platform, created by Sigma, based in Oradell, NJ, features a number of interactive elements for consumers. Site visitors can vote to slap a number of characters who play off notable pop-culture references (e.g., The “Incident,” Pretty Boy Vampire, a Mime, a Ken Doll, and more). There is also a “Symphonic Slapplication” where consumers can create a music track of their favorite slap sounds, as well as a sweepstakes to win the ultimate “Bro Bowl” Vacation in Hawaii in January 2011.
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THE ESSENCE OF BRUT
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