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.