Product: Barbasol Shaving Cream

 

Brand Adjective: Genuine

 

Target Audience: 25-35 year-old men

 

Truth Statement: Provides a smoother, cheaper shave and is not a “gel”

.

Product description: A simple formula shaving cream 

that gets the job done, and has been around much longer than we have.

 

Conflict: All this hoity-toity crap for our faces with “lavender-lemon”, 

“hydra-gel”, and “super-sensitive” is emasculating men.

 

Concept: Shut up and shave.

 

Project Objective: Change TA perception of what makes and creates and aura of manliness for a man.

 

Art Director: Reed Sullivan

Copywriter: Reed Sullivan