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Marketing
Week Case Study
February
24th, 2000
When
Sara Lee wanted to extend Brylcreem's appeal to the new
generation of teenage boys, it employed promotions agency
FiM to develop a tightly-targeting sampling drive in schools.
By Kelly Berman
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When
US company Sara Lee bought Brylcreem in 1993, the brand had
already ditched its image as a purely functional styling product
used by an older generation of men. However, as the male hair
care market has grown, competition with brands such as Shockwaves
and Studioline has forced it to emphasise its contemporary
image in order to appeal to younger consumers. |
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Brylcreem
has tapped into a growing male interests in grooming and fashion,
and established a link with sport by signing footballer David
Beckham as the ''Brylcreem boy'' in 1997. The brand now needs
to target core users to strengthen its modern image. |
''Using
FiM meant we could target 15-16 year olds, which make up
our core user group, without any overlap with other, less
relevant, groups"
- Beccie Bitmead, Shilland & Co.
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So
when Brylcreem decided it wanted core users to sample its
hair styling products, what better place to find them than
in the classroom? The company approached promotions agency
First Impressions Marketing (FiM) to get it included in its
sampling bags for schools. This way Brylcreem could reach
a captive market and choose precisely who would receive the
samples: in this case 15 to 16 year-old boys. |
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"FiM
offered Brylcreem a direct link to its consumer base - without
wastage"
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FiM
offered Brylcreem a direct link to its consumer base - without
wastage - getting teachers to hand out the bags in the classroom.
Furthermore, each product in the bag is exclusive to its product
category. |
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Beccie
Bitmead account director at Shilland & Co, a consultancy which
works with Brylcreem, says ''FIM has a good relationship with
schools. It is a credible agency for sampling as the products
go to appropriately chosen youngsters.. Using
FIM meant we could target 15 - 16 year olds, which makes up
our core user group, without any overlap with other, less
relevant, groups. " |
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About
100,000 bags containing the samples were distributed free
to 950 schools in March last year. Although FIM offers targeting
by TV region, age and gender, Brylcreem chose blanket UK coverage.
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..Although
other organisations, such as market research companies, have
used schools as a marketing platform, FiM is the only UK company
which specialises in targeted product sampling to school children.
Since its launch in 1992 it has distributed more than 4 million
bags for clients including Kimberly Clark and Procter and
Gamble. |
"Sampling
is a tried and tested part of Brylcreem's marketing strategy..
But sampling in schools is one of the most precise vehicles
Brylcreem can use to reach its target market"
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..Bitmead
says: "Our main aim with the sampling bags was to build
brand loyalty by driving product trial and educate the boys
about how to use the various styling aids". Brylcreem's
sample was accompanied by a brochure covering its styling
products and how to use them. The leaflet was designed to
engage teenagers' interest with visuals and information
about Beckham. Brylcreem claims he has used its products
since the age of 14.
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..Beckham
has appeared in TV and press ads for the brand and further
endorsed it by hosting the Brylcreem David Beckham Soccer
Academy in June 1999. A number of places in this one-day academy
were reserved for pupils who entered a competition through
the sampling bag brochure. To enter, the students had to answer
a few questions correctly and have a physical education teacher
confirm their soccer skills. Kathryn Porter, a public relations
consultant who works with FIM, says an indication of the promotion's
success was the flood of entries from schools which received
samples. Some 250 pupils applied for the 21 available places.
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Bitmead
says the schools promotion will be repeated the year after
next. Although it was difficult to measure the affect on
sales, the promotion appears to have paid off. According
to Brylcreem, in the unisex styling sector sales increased
by 8.5 per cent year-on-year from June 1998 to June 1999
and are now worth £131.1m.
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Sampling
is a tried and tested part of Brylcreem's marketing strategy.
Products have been promoted by on-page sampling in magazines
and give-aways at live events relevant to the target market.
But sampling in schools is one of the most precise vehicles
Brylcreem can use to reach its target market because the company
can predetermine whose hands the sample end up in. |