Sunday, 1 April 2001

Brylcreem sponsor Muzik magazine Global Clubbing Guide

I worked on Brylcreem when they had the strategy of ‘Use Your Head’. A range of new products (like UV Glow Gel) were targeted at the youth market and aimed to make Brylcreem cool again.

We had some nice creative to work with and then found an opportunity to fully integrate Brylcreem into Muzik Magazine's World Clubbing guide:

The World Clubbing Guide feature ran across 40 pages, was promoted on the front cover and on the backing board (the issue also came with 2 CD’s).

Brylcreem ran:

- a display page facing the start of the feature
- a logo on the main contents page of the magazine
- a packshot on the front cover of the supplement with editorial explaining Brylcreem’s involvement in the feature (with product giveaway)
- a logo on the back cover of the feature
- a ‘Use Your Head’ Brylcreem box on every page - each one branded with a Brylcreem logo (as well as the ‘Use Your Head’ strapline) giving tips on each location

Think this looks great, especially the way the 'Use Your Head' strapline is used throughout the feature!

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