The men’s grooming category was stagnated, speaking to the same audience in the same way year after year. As a category leader, Just for Men needed to break from the status quo and looked to AMP to deliver a new brand strategy and creative platform that would make them relevant to their consumer, and the larger cultural conversation.
The “Better Man” campaign launched during Sunday afternoon football with a :30 spot. The campaign celebrates the full spectrum of modern masculinity, and encourages men to embrace their true selves and use grooming as a way to tell their stories.
The art direction and messaging for the Better Man launch have informed a new brand platform to reposition the haircare brand as one of the many proactive tools the modern man can use to look and feel like his best self.
Just for Men - Be the Better Man - Hero
- Brand Strategy
- Digital Media
- Digital marketing
- Brand Positioning
- television ads
- Personal Care
- Content Creation, Filming and Editing