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BRUT Slap-Happy For Younger Guys, Real Men - as featured on MediaPost.com >>

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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.

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BRUT takes on Old Spice with Online Game - as featured on AdFreak.com >>

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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.

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BRUT: Slap the Man Your Man Could Smell Like - as featured in AdvertisingAge >>

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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).

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