Friday, May 14, 2010

Real men don't exfoliate.

It seems that body wash is everywhere now. Axe, Old Spice, Gillette and others are all selling overpriced liquid soap in wasteful plastic bottles on the promise that guys will get clean, smell great and get the girl.

But what if you're a company like Dial, with a product that's 60 years old and still does the job?

You can leverage your position and heritage of your original product in a way that makes the whole male grooming craze seem just a little silly. Here are a couple of ideas that do just that (click on the images to see them full size).

And because the real benefit of being clean is all about attracting that certain someone...

A little juvenile? Maybe. Memorable? You bet.

My thanks to Charles Destinon, art director extraordinaire, for his help developing these concepts.


  1. I about choked on my latte when I read the James Bond ad... :P

  2. I hope that's a good thing. They just made it way too easy.

  3. Some brands are like the Great Alexander who stepped well outside his comfort zone and formed alliances with those hearts and minds he won. Other brands are comfortable within the walls of their kingdom's, afraid the new territory will be far to vast for their brand. Ask any brand’s accounting department if they fear new territory and they will quietly conspire to have you cast out.
    Rightfully so. Only Great Brands are remembered. Greatness is more than who you are, it’s what you say and what you do.

  4. No doubt about it, this category is just begging for a "damn right your dad drank it" approach.

  5. Thanks Dan. It's just a classic case of for every trend there's a counter-trend just waiting to be tapped into. No doubt, this category is ready.