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Nov 21, 2009
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Home / Advertising and PIB / Case Studies / BVD - The Elements of Manliness (2009)

BVD - The Elements of Manliness (2009)

Agency: The Richards Group
Budget Range: Under $5MM
Percentage of Print in the Media Mix: 75%+
Unit Size: Integrated
Other Media:
Media Mix: Case studies that are magazine dominant, 75%+ of total budget

Objective:

Continue to boost sales/share at J.C. Penney

Target Audience:

Male, Under 20-39

How Magazines Were Used:

Magazines and comics are a powerful way to engage younger males and showcase our products in a way video can't, given the latter's time limitations.

Results:

BVD claimed the #1 slot in men's underwear sales at J.C. Penney.

Industry Awards:

Other Recognition:

Comments:

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