The marketing brief summarizes a marketing campaign for a new antiperspirant and deodorant called SLY. SLY targets men ages 16-50 and will position itself as a healthy aluminum-free alternative that protects against odor and sweat for 24 hours. The campaign will include magazine and newspaper ads, a television commercial, radio spots, a website, direct mailers, and a press event in Central Park to introduce SLY and test it through athletic, academic, and skills competitions.
4. KEY COMPONENTS
SLY will utilize all the benefits that a deodorant and
antiperspirant provides
Highly efficient against competitors in killing odor causing
bacteria, and prevents perspiration
Healthy alternative to other antiperspirants, does not
contain Aluminum, which has been linked to Alzheimer's
Lasts longer, keeps under arms dry, appealing scent, 24-
hour protection
5. TARGET MARKET
Men of ages 16-50 in the Tri-State area
Broken down into three lifestyles; active, professional,
and casual
6. ACTIVE
Matt is a 30-year-old personal
trainer, he has a hectic
schedule with his clients and
needs a dependable
antiperspirant & deodorant to
get him through the day.
7. PROFESSIONAL
Robert is 50-years-old and works
in finance as a vice president in
risk management at American
Express, and is always running
from one meeting to the next.
His job is highly stressful, and he
is responsible for reporting to the
president in the risk analysis
department. Robert spends his
time traveling often between the
CT and NYC branches. He rarely
goes to the gym, but when time
permits he takes advantage of
the opportunity.
8. CASUAL
Andrew is an 18-year-old
college student at FIT who’s
major is in Design. He leads a
very relaxed lifestyle and only
makes it to the gym 1-2 times
a week. He’s an artist, he
enjoys cooking, leads a trendy
social life and spends a lot of
his free time with his friends.
14. I live a crazy life. I wake up early in the I work at a law firm. Most days I have
morning, sometimes 5 o’clock if I’m lucky. meetings. Do I ever make it on time.
I run to the gym and once I’m there I work
on every part of my body. Let’s face it my
(guy shakes his head)
muscles are my most important feature.
15. After I put in my hours to pay the bills I stop to have a drink with some friends at
I run some errands. Post office, a local bar. Girlfriends calling me again.
Laundromat, grocery store only
because my girlfriend calls me to
remind me I have to cook her dinner
tonight.
16. I rush home, throw some pasta on the Bottle of wine. Perfect.
stove.
17. In order to keep me protected, fresh, and
SLY, I use SLY deodorant. It’s one less thing
in my life I have to worry about.
DON’T
SWEAT IT.
BE SLY.
19. A cool female voice
introduces the ad:
Recently at SLY headquarters a
superior antiperspirant deodorant
was developed to provide men
the super protection needed
against perspiration and odor. In-
depth field studies of the
manliest man we could find were
performed, as we put our
product to the test with the most
active pits imaginable. He’s
what they call ‘The Mans Man’.
20. Queue Masculine Voice:
“In our most recent study we
followed the Man’s Man as he went
sky diving over the Serengeti. Mid-
dive his parachute ripped in half as
he plummeted to the Earth and
ended up fracturing his spine in 10
different places as rabid lions
ripped his legs from his joints. But
that didn’t stop him, he managed
to fend them off with a rusty shiv
and miraculously attached his legs
back on with a pocket knife and a
couple vines tied up into perfect
square knots. He didn’t even break
a sweat.
You need the best to achieve the
best, SLY deodorant keeps you dry
and fresh. Don’t sweat it, be SLY.
Queue female voice: Visit sly.com
and choose your destiny.”
33. Nautilus will be holding a public
event at Central Park in NYC to
introduce SLY. The event will be
held on Saturday and Sunday and
will be an all day event. If the
weather does not permit the event
will be held at the Javits
Convention Center on the West
Side.
• In order to present and test SLY
stations will be set up
throughout the venue
• It will include an athletic
obstacle course, an academic
decathlon, and a general skills
course
• Competitors will be required to
wear a t-shirt with the SLY logo
34. ATHLETIC OBSTACLE COURSE
• Test the athletic limitations of
male participants, they will be
required to wear SLY
antiperspirant & deodorant
35. ACADEMIC DECATHLON
• Those who feel confident
about their educational skill
set can put their brains to the
test
36. GENERAL SKILLS COURSE
• This course will challenge
those who can relate to a
casual lifestyle, and will test
their cooking and handyman
skills
37. The winners in each area will contend in the SLY Finals Obstacle Course
that combines obstacles from all of the competitions, the Final winner
will be named The Ultimate SLY Guy and will receive his own home gym,
as well as becoming the face of SLY for a one year. Everyone competing
will receive a free gym bag filled with various gifts.
