BOD Man
BOD Man is a body spray targeted at male millennials. Currently it is the #1 men’s mass-market fragrance brand in the U.S. (as measured by IRI). Notwithstanding, in 2014 PDC decided to re-evaluate their marketing efforts for BOD Man and take a deep dive into brand and media strategy, as well as their digital, social and creative efforts.
Regardless of market share, research showed that target males were not engaged by the marketing campaign. Additionally, the allocated media dollars were not being utilized in the most effective ways. Research also showed us that the previous, long-running campaign had grown stale and the brand as a whole needed a refresh.
The entire brand was re-evaluated. Packaging was updated, messaging became more targeted and a brand personality was established. A key point gleaned from research influenced the creative strategy. We focused on connecting a key product benefit “What you spray on stays on” to a critical moment in our target’s everyday life – namely, the ability to feel confident when engaging the opposite sex.
The integrated marketing effort resulted in:
