10
Following last year’s crazy effective Them Beardles beard care campaign (beard dollars increased a whopping 29% during the campaign), Party Land continued to strategically evolve the brand's sense of humor and flex our super power of writing original music in-house as the mechanism for connecting with their audience for this year’s “Still Smell Good” deodorant campaign.
Deliverables: Digital video, Social, Influencer, OOH, Display
There is a widely held belief that natural, good-for-you products are somehow less effective than their aluminum filled chemical counterparts. So it was up to us to expel this myth in the simplest way possible that every man would get… Say it over and over and over non-stop for 30 seconds…. “Use Every man Jack and still smell good”.
We needed to grow Every Man Jack beyond a ‘natural’ men's grooming brand while being mindful that the deodorant and beard industries are some of the most saturated personal care categories in the market. With a tenth of the media budget that the larger brands have, we had to create a tone of voice and a memorable/catchy song (“you died for 7 seconds”) that would get the audience's attention and imprint on their brains, so that when they hit Walmart all they can think about is “still smelling good!”
We’re seeing impressive results for both the campaign’s efficacy at 2x the awareness and 4x the consideration per dollar above other leading CPG competitors. Similar to beard care, we’re expecting to see double digit sales growth in 2024.
