Get heard… above the herd

Essensuals Wella Brylcreem Underground

Beauty

Client: Brylcreem, UK

Campaign 1 Overview: Celebrity endorsement publicity campaign

Brylcreem is a national icon, a symbol of the well-groomed man, a product that everybody uses but that retains a trendy edge. A PR campaign was put in place to leverage the endorsement of David Beckham as a Brylcreem Boy.

Beckham was used to create media material used for the duration of the campaign giving longevity and continuity to his endorsement. The campaign also comprised a series of media events attended by Beckham, including coaching sessions with up and coming young talent, a schools media competition to design a football strip and a Brylcreem football academy.

All events were designed to reach the brand’s young male target audience at a grass roots level. Publicity was secured in youth soccer publications as well as producing national and regional coverage.

Campaign 2 Overview: An event management and subsequent crisis management campaign

Brylcreem introduced a new UV glow gel into their product portfolio. A youth marketing campaign was required to generate coverage in male fashion and grooming media.

The new gel was launched in Ibiza over the summer period with a sampling campaign entitled ‘Great head all nite’ on the island’s trendiest beaches and bars.

This was followed by a media launch party, whereby UK press including fashion editors of The Sun, The Mirror, Loaded, FHM, Stuff and Esquire were invited to Ibiza for an event that included; a party on a private yacht featuring an exclusive music session by Judge Jules, followed by a private party in Pacha Nightclub to sample the UV glow.

This proved a highly successful product launch despite the necessity for damage limitation after an accident occurred during the event.