CATEGORY:Toiletries/ Cosmetics
REGION:Germany
DATE:Apr 2008 - Jan 2008
The male beauty product market is expanding by leaps and bounds and Procter & Gamble’s Bruno Banani wanted to be a major player. It needed to bring to life the brand’s persona of charming seduction in a way that would connect with young males.
Bruno Banani identified Carnival as the flirtiest season of the year a time when Germans go mad for a taste of Rio de Janeiro. At the same time Bruno Banani knew that young males needed the self assurance that would help them get the girl.
The brand identified male toilets as the best place to give the target audience a boost. Posters, mirror stickers and floor ads alerted them to the Bruno Banani’s helpful service offering smooth lines to impress the ladies.
By sending a text message and they could get a naughty but nice pick up line to help them get the girl: “All those curves and me without brakes!”
The brand helped the guys impress and underlined the cheeky positioning of the brand, boosting key brand scores by up to 30%.
The campaign helped deliver P&G’s biggest male lifestyle launch, helping the portfolio become the number 1 fine fragrance brand on the German market beating Boss, Davidoff and Armani.
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