Brut Shower Gel: A Fresh Approach

Summary: For my Principles of Creative Advertising course at Indiana University, we were required to develop an advertising creative brief and campaign proposal for Brut Shower Gel. With my assigned team, we developed a plan book that proposes a new audience segment, a rebranding concept, and a creative strategy. Overall, the book was required to include a situational analysis, a consumer profile, a brand strategy statement, a creative brief, print and digital advertisements, a TV commercial (with a script and storyboard), a social media approach, and a promotional event. This project was challenging, but intriguing. I enjoyed building a completely different concept for an established brand and thinking through all the platforms we should utilize to reach our audience. Through this project, I gained background in graphic design and photo editing, as well as strategic and innovative skills. Here is a compressed version of our in-depth final project.

Below: Our Task, Target Market, Brand Strategy Statement, & Creative Strategy

Our Task

Brut is breaking into the market in the US for the first time. Although some of their products are currently being sold in the US, Brut is looking to reintroduce their shower gel into the market. While this opportunity comes with a variety of barriers, there is also a lot of potential for a strong brand like Brut. Although this industry is currently dominated by other large players, we believe that by targeting the right segment with the right message, Brut can break through the noise and become a major player. Our team believes that our insights on a go-to-market strategy, as well as tapping into the right advertising channels, can give Brut that advantage they need to dominate the market.

Our Platform: Brut shower gel will primarily target young adults who enjoy adventure and being active. The secondary target will be the LGBTQ community.

Target Market

Men and women, ages 18-35, middle to high income, active lifestyle, supportive of all sexualities.

Values: trust, individuality, reliability, acceptance, openness, respect, confidence

Lifestyle: active, athletes, always on-the-go, enjoy working out and exercising, health-conscious, busy

Psychographics: goal-oriented, motivated, adventurous, conventional

Brand Strategy Statement

For individuals with an energetic and busy lifestyle, Brut shower gel offers a long-lasting, three-in-one formula that will have the consumer feeling fresh all day. Brut is a company dedicated to all active people, regardless of one’s gender preferences.

The Big Idea

The overarching “big idea” is that Brut should provide all athletes and gym-goers with a product that is trustworthy, gets the job done, and is accepting to all. Brut doesn’t care what your gender is, what your sexual preference is, they just want to create a product that you can rely on when you need it.

Creative Strategy

"Every Body. Every Time."

The goal of Brut’s unique selling position is to be a dependable, quality product for active people. This will be one of the first in its category to openly support all genders and sexual orientations.

Brut would spread awareness of their product through print advertisements in magazines, digital advertisements, a TV commercial, and a promotional event (Ellen's 12 Days of Giveaways). The image below is a print advertisement that I developed through Canva.

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