Our journey to the big idea and beyond

To begin with our first task was to find a brand that had a bad reputation and desperately needed a reinvention. After some group discussions we compiled a list of possible brands. These included the Scouts, Butlins, Weight watchers, and even Northern rock but at this point we all felt like we had just not found the right one so we went away to continue our search.
That evening I re assessed the brief and noticed the idea of changing a stereotyped view of something. I then started to get ready to go to the pub and picked up my stick of concealer to cover up that unwanted spot on my chin. I made sure to rub it in so that no-one would notice i was wearing it and the idea came to me... make up for men. When I mentioned this to the group the following day the reaction was positive so we decided to develop the idea further... and so we had our first Big idea... Make up for Men.

Our next task was to find the right brand to incorporate a range of male cosmetics, a brand that would relate to men and is in need of a re brand. This was easier said than done. A list of male brands consisted of Just for men, Harley Davidson, Diesel, Zippo and Dunhill. We originally decided that dunhill was the best brand but after some extensive research it was found that there was no reason for Dunhill to change because there were maintaining a level of success. I then decided to look at brands such as Old Spice and came across the idea of Brut. After some research into the brand there was enough evidence that Brut was a failing brand and desperately needed a re invention. i mentioned this to the rest of the group and they agreed, so we now had our brand.

The next thing we did was to consider the range of male cosmetics and eventually came up with the name Defy, with it's tag line being 'He who dares...' We also decided on what products were to be included in the range.

Although we were concentrating on the idea of make up for men, we were forgetting the main task in hand that would eventually become our Big idea. We had to re brand brut. Researching the brand I found that their biggest advertising campaign was when Henry cooper and Kevin keegan told men to 'Splash is all over'. This got us thinking why don't we take away the spray function of the after shave and just sell the splash on. This is a more masculine way of applying after shave and it seems more fresh. This then made us realize that we should 'bring back the splash' and and so we had our second Big idea!...