With the Premier Cool brand flattening in the last 2 years with respect to growth, the brand is poised at stretching the brand’s equity to further encompass the male grooming segment such that it is established as a mainstay at each point of the male grooming value chain (soaps, deodorant, perfumes etc).
So the task is to develop a brand-building campaign that allows Premier Cool literally regain its cool.
Key Audience Group
- Positioning Target: Male
- Age: 18-25 Core, extending to 40
- SEC: C1 and C2, People who have a good idea of where they are headed and have the guts to go for it.
- Shopper Target: Females
- 18-25; Girl Friends, Younger Wives
- 26-35: Older Wives And Household Shoppers, The real people they seek to impress, who also make purchase decisions.
Insight
Society has created a mould and idea of who a man should be and many crumble underneath the weight of these expectations.
Idea 1
Be the Man that you are.
Premier Cool gives you the confidence to come clean of inhibitions, societal constructs and expectations, and stand out as the man that you are.
Line 1
Premier Cool. Come clean
Idea 2
The Extra in your Ordinary.
We all have something special and cool about us. Sometimes, it just takes a brand like Premier Cool to make you own your cool and extraordinariness and get others to see you in a fresh light.
Line 2
Premier Cool…Unleash your cool
