Brylcreem used on-screen Cinema advertising in 2004 to add stature to its brand, while effectively targeting its core consumers
Brycreem is a brand rich in positive heritage which in recent years has had to work hard to shake off its old-fashioned appeal.
Brylcreem had to find a way of connecting with their target audience in a highly competitive sector, while challenging any misconceptions consumers may have about the brand.
The ultimate objective of Brylcreem was to overcome the old-fashioned perceptions people have of the Brylcreem brand.
90.5% of Brylcreem's media budget was spent on booking the AGP package over selected weeks to take advantage of the following:
Cinema's core youth audience with 94% of 15-34s visiting the cinema.
The opportunity to target 16-34-year-old men by running around key male blockbusters including Blade: Trinity, Meet the Fockers and Ocean's Twelve.
Benefit from a high-impact environment.
Quantitative research was undertaken which proved the following about post-cinemagoers:
An increased enjoyment of the advert resulted in future purchase intent rising to 48%.
74% of those who claimed to have seen the cinema advert could provide an accurate description.
• One of the highest recalls of a strapline ever, with 41% of respondents remembering "All you need is Brylcreem".
Testimonial: Rik Moore, Client Planning Manager, ZenithOptimedia:
"Cinema allowed us to reach our target audience of 15-24 males, an elusive group who are very much into Cinema and films. With relatively limited resources and an increasingly saturated TV advertising market, we took advantage of the standout that Cinema offers. The big screen has allowed us to deliver a positive effect on brand image and generate a higer propensity to purchase."