Online banners/print advertising was crafted for websites/magazines reflecting our target’s diverse interests. Street posters in “after dark” precincts, with sampling in nearby bars with the Hair Crime Police. 3 x 5 second TVC’s were developed, running in ad breaks in “Must Watch” programming for early adopters in our target – maximising cut through and advocacy of the campaign to their friends. In store advertising maximised our sales promotion and low cost email created ongoing dialogue with our database.

Despite problems with distribution, same store sales grew significantly: Sales up by 37%, Share up by 29%. Evidence of hair crimes was truly shocking: 4.5% of all New Zealand Males 15-24 visited the site, and a database of 3,100 product users was established.

NZ “Hair crime” took a big hit and Brylcreem was successfully made cool to new consumers.