Target Market: Men, 18-25, single or married, HHI 35+ who lead a busy life and either have a blue-collar or white-collar job. In each case, they are climbing up the ladder of their profession. They aren't managers.
Current Perception: I know all about Old Spice and Axe Hair and Body Washes, but I am on a tight budget and sometimes just pick Suave because it's a dollar cheaper.
Desired Perseption: Suave is just as good as the other brands, costs less, and doesn't have that "cheap cologne" smell.
Key Message: FAST!
Art Direction and Copy: Jordan Cook
