We were charged by the client to rebrand BRUT without losing it heritage or offending its current (older) users.
Touring the racetrack, we asked the team how they came to the sport.
The answer repeatedly was “My dad.” Bingo.
There was our brand insight: honor thy father. And rev thy engines.
BRUT sales in the men’s scented deodorant category went up 7%, gaining share against competitors.