THE BRYLCREEM BOY by Frank Pr for Brylcreem

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THE BRYLCREEM BOY

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United Kingdom
Agency Frank Pr
Released December 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: SARA LEE (NOW UNILEVER)
Product/Service: CELEBRITY ENDORSEMENT
Founder and Managing Director: Andrew Bloch (Frank PR)
Associate Director: Reema Babakhan (Frank PR)
Senior Account Manager: Carly Hewitt (Frank PR)
Senior Account Manager: Graeme Anthony (Frank PR)
Account Executive: David Wade (Frank PR)
Junior Account Executive: Ourhai Turkhan (Frank PR)
Media placement: Media Launch - Revealing The New Brylcreem Boy - The Sun, Daily Mail, Daily Express, The Observer, The Independent, Live Magazine - 10 March 2010
Media placement: Creative Imagery - The Brylcreem Boy - Daily Star, Zoo, The Sun, Zoo.co.uk - 21 March 2010
Media placement: Experiential - The Brylcreem Boy’s Barber Shop - Nuts, Daily Star, Mail On Sunday, Daily Star, Zoo, Daily Telegraph, Shortlist, F - 21 July 2010
Media placement: Launch Event - Ltd Edition KP Paste Ball - Ok!, Now, The Sunday Mirror, Daily Star Sunday, Daybreak, Radio Five Live, Sky S - 27 October 2010
Media placement: Digital - Kevin Pietersen’s Blindfold Cricket - YouTube, Facebook, Twitter, Daybreak, Sky Sports News, Metro, Independent, Londo - 22 November 2010

Summary of the Campaign
Brylcreem is over 80 years old and perceived by media and consumers as 'an older/retro brand' lacking relevance with modern man. We were briefed to refresh its image, appealing to today’s consumer whilst retaining its illustrious heritage.

The Brylcreem Boy is an iconic marketing creative and previous ambassadors include sporting heroes such as Denis Compton, Johnny Haynes and David Beckham. After a decade away, we brought back The Brylcreem Boy, updating the image with cricket ace, Kevin Pietersen.

A comprehensive campaign was devised and PR led the entire initiative and even influenced advertising, online, on-pack, POS, experiential and NPD with the development of a new bespoke Kevin Pietersen limited edition Brylcreem ball product. Other projects included The Brylcreem Boy’s Barber Shop (experiential), Brylcreem Boy Shoot (advertising & POS) plus Blindfold Cricket (online broadcast & digital).

The campaign generated over 350 pieces of coverage. Blindfold Cricket became an online sensation with 350k views and 2000+ tweets plus 18,000+ Facebook ‘Likes’.

The Situation
Brylcreem is over 80 years old and often perceived by media and consumers as ‘an older/retro brand’ lacking relevance with modern man. We were briefed to refresh the brand’s image, appealing to today’s consumer whilst still retaining and celebrating its illustrious heritage. We achieved this by bringing back The Brylcreem Boy for the first time in over a decade. Kevin Pietersen was the perfect fit - confident, stylish and assertive.

The Goal
The main campaign objectives for PR were to:

- Update the brand’s image and make it relevant to today’s consumer
- Position Brylcreem as a modern, stylish product, whilst still remembering its heritage
- Ensure that Brylcreem receives column inches across a broad array of target media including grooming, sport and lifestyle, both on and off line.
- Reach target audiences through creative imagery, unique events, exciting content and uncompromising media relations
- Capitalise on the endless opportunities presented through digital channels and social media – highlighted as the medium of choice for our key target audience

The Strategy
Brylcreem and its iconic Brylcreem Boy concept promoted the brand’s heritage which naturally differentiated it from rival brands. With KP spearheading its evolution, this empowered Brylcreem to move forward and connect with its core consumer.

Following in the footsteps of some of the world’s greatest sporting heroes, such as Denis Compton, Johnny Haynes and David Beckham – the whole campaign leveraged on Brylcreem’s latest addition, Kevin Pietersen, and PR took the lead role.

As the lead agency, we devised a number of tactics that took Brylcreem and KP out of their comfort zone and positioned them on the style and fashion pages within key men’s lifestyle publications and online. Integration across the complete marketing mix was required to modernise the brand and achieved through unharnessed creativity that spanned PR, advertising, online, on-pack, POS, experiential and even NPD.

Execution
The Brylcreem Boy’s Barber Shop – Experiential – we created a pop up barber shop that allowed us to reach consumers and sample the product. Over 150 consumers and grooming media visited the barber shop, with over 100k samples handed out to visitors.

The Brylcreem Boy Shoot – advertising – we worked closely with KP to create iconic imagery of the Brylcreem Boy. The bespoke imagery was drip fed to the media alongside adhoc interviews with Pietersen.

Ltd Edition KP Paste Ball launch – We worked with Brylcreem to create a limited edition cricket ball product which was launched via The Brylcreem Ball. Themed on spheres the whole event was attended by over 400 journalists and high-profile celebrities.

Kevin Pietersen’s Blindfold Cricket – Digital – we produced and seeded a YouTube clip dubbed 'Blindfold Cricket'. The video, which Frank aimed to send viral, featured Pietersen successfully attempting blindfold cricket.

Documented Results
- The campaign generated over 350 pieces of coverage
- Blindfold cricket received 350,000 online views in two months. Over 2000 tweets and over 18,000 ‘Likes’ on Facebook - the number one YouTube sporting video the day after release.

James Brown Sports Editor, The People commented:
"PR's work with KP has introduced Brylcreem to a younger audience. Kevin’s swashbuckling style at the crease makes him a favourite with all cricket lovers. As the latest Brylcreem Boy, he’s introducing the brand to a new generation of fans all celebrating England's Ashes win."

Danielle Graph Grooming Editor, Nuts commented:
‘Brylcreem might be an old-skool brand, but it keeps up-to-date with the latest trends beautifully – the best example, their most recent cricket ball inspired tub of pomade – the packaging was genius, timed perfectly, and the product has moved with the times to suit today’s man’s needs for style.’

PR value - £4million+