The project is the launch of a brand new product in the shampoo category in Brazil. It was targeted specific at men and it involved in-door temporary displays in order to generate awareness at the POS and drive sales.

In order to come up with a relevant solution for both men, the brand and the category, we looked over a lot of touch points of the segment with men - advertising and approach to both men and women, product design and POS materials. But this really is a very commoditized segment, so there was little or no relevant differentiation that could lead us to a great insight. Although it was possible to confirm that this is not men’s territory.

So we’ve broaden our perspective. We started looking at different segments, ones that are traditionally known for talking (almost) exclusively to the male audience. Cars, beers and even sports, despite the recent shift towards women, target most of its efforts to them.

The one that better resonated our category was surprising: beers. Looking at this segment we were able to identify what was really missing for them. When a man has a beer on its hands it speaks for him, it tells something about himself. But, more than that, it shows his pride and masculinity - maybe that’s the reason a man’s hand and a bottle of beer get in great symbiosis.

And men just don’t have that with shampoos.

The project was launched less than a month ago, so we don’t have sales figures to share. Despite that, the company already feels like this is a huge move for the brand. In terms of communication/advertising, women, with their strong influence among their peers and the huge market opportunity they represent, is now on the radar of many businesses, so coming up with a new product targeted at men in a segment that rarely brings something exclusive way has a big potential. Besides that, with this initiative the brand was able to be part of the gender conversation in a light, unexpected and humorous way.