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 2,000+ tweets plus 18,000+ Facebook 'Likes'.

The Brylcreem Boy’s Barber Shop: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: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 ltd 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:We produced and seeded a YouTube clip dubbed 'Blindfold Cricket'. The video, which we aimed to send viral, featured Pietersen successfully attempting blindfold cricket.

The campaign generated over 350 pieces of coverage.Blindfold cricket received 350,000 online views in two months. Over 2,000 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:"The agency'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+