Case Studies

Client: Brylcreem

Niche Audience: 14 to 24 year old British men.

In 2000 David Beckham shaved his hair off, which would be fine, except he was the face of Brylcreem. That left the brand with a dilemma: “how do we target a young male audience, below the radar, while we find a new ambassador?”

Our solution

Nation1 rose to the challenge and developed an idea that delivered a measurable increase in sales of 13%, collected 20,000 email addresses of the target audience, gained valuable research data, launched a brand extension and won Best Advertising Campaign 2001 and Best Hair Product Maxium Magazine.

The client developed a glow in the dark version called Ultra Glo. We employed a team of female models to walk the beaches of Ibiza distributing free samples of Ultra Glo to guys, as well as telling them where to go clubbing. Guys were encouraged to text answers to various questions (which were on the back of the post card the Ultra Gel sample was attached to) in order to get VIP tickets and entered into the prize draw to win a ticket to the Brylcreem boat party at the end of the summer, hosted by Judge Jules.