Brut

After narrowing the brands down to a select few we decided as a group to continue with the brand Dunhill. With this decision we went away to tried to find some market research that would shed some light to why we should re brand this company. unfortunately we where unable to find any business problems or negative reports. I was therefor not convinced that this was the best way to go because it is a well established brand that some may argue does not need to be re branded.
You know what they say... 'If it's not broken don't fix it!'

I think that 'Brut' has the greatest potential to do well with this project...
this is why...

- It is a brand that was very popular in the 70's but has failed to modernize itself (my dad gave me a bottle for my 12th birthday, that says it all!)
- Had a successful advertising campaign in the 70's headed by footballer Kevin Keegan telling men to "splash it on all over" but now has no brand presence
- Still used by middle aged / older men and needs to appeal to the younger generation
- A brand that we could completely re-brand and tear apart, whereas I am not sure if we should change the logo of Dunhill
- We would have more creative freedom
- It is a very masculine brand and the idea of male cosmetics would not seem so feminine

Their website is also becoming outdated compared to rival sites such as Old Spice, Brylcreem and even Dunhill

check these links out of articles related to Brut:

http://findarticles.com/p/articles/mi_qn4156/is_20000227/ai_n13946553
http://news.independent.co.uk/media/article62967.ece
http://news.independent.co.uk/uk/this_britain/article1780540.ece

Bad publicity for the brand (that's quite funny too!):


http://www.youtube.com/watch?v=XS3J79-eCVs

http://www.abcmoney.co.uk/news/132007133714.htm