Fructis - Brewed for men only from La Cavalerie on Vimeo.
Hello, Fructis,
Until recently, I knew you as the shampoo my wife used to use before she jumped on the organics bandwagon. But now you have launched a men's line. I saw one of your ads on TV, and it didn't sit quite right with me.
I don't know if it was the I'm-too-cool-to-even-be-voicing-this-ad voice-over, or the beer sound effects, or the "brewed for men only" slogan, or the pastel-colored bottle, or all of the above, but your pitch felt patronizing.
First of all, men do not only respond to the beer ad format. Hard to believe as it might be, we are discerning creatures, and you will find we are willing to listen. So you could try less of a canned approach for a change.
Second, Fructis sounds more like an umbrella drink; something that is definitely not brewed. I really don't see how we jumped from there to beer.
Third, your bottle design seems like a toned-down version of your women's products. It doesn't look like something I'll be willing to take home. Why so tame, pastel, sedate?
Lastly, all of this makes me doubt your sincerity. Is your shampoo really a product developed just for men or a redress of one of your women's products?
So, Fructis, I'm sorry to say that as curious as I usually am about trying new products, I'm not inclined to try your shampoo any time soon. I still wish you good luck in your endeavors. I hope we can see eye to eye in the future.
