Old Brylcreem was seen as a product for old farts. New products were cooler – time to relaunch Brylcreem to younger urban, socially active male consumers.Our key communication goals were to modernise the brand image and maximise brand relevance, while providing loads of opportunities for integrated product sampling and building share.

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.

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.

The vital campaign to rid New Zealand of Hair Crime reached our target both in home and out of home:•Interest specific websites and magazines•Television, radio, cinema – focusing on “Must watch” programmes and early adopters•On line and using ongoing email dialogue.•Interaction and sampling with the Brylcreem Hair Crime Police.

•In Store at point of purchase.

Our target was surrounded and couldn’t escape the reach of the law. Bad hair was left running scared.

We worked out what made Males between 15 and 24 tick. Cameras, phones and the web were their special toys. Friends were important and they loved playing pranks on them. We developed www.fighthaircrime.co.nz, allowing consumers to submit evidence of “bad hair” by email or by mobile phone. Viral elements allowed consumers to spread the campaign to their friends. www.fighthaircrime.co.nz was promoted online, out-of-home, in print, via sampling and on music TV/radio.Consumers were invited on a regular basis via email to judge the worst hairstyles submitted, building a significant database. This database was subsequently used to drive a Sales Promotion

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