Why we love this
Why we love this
Jack is a *massive* fan of Rock Face's products, so it was a happy coincidence that they're good at messaging too.
There's loads of stuff we love about this ad, not least of which how brazen it is to run an OOH campaign parodying a huge fragrance house.
Love it.
Steal this for your brand
What we really love about this ad is that it's for a deodorant but it feels like a perfume ad.
And that's so clever, because…
👉 It makes the product feel more valuable. Instead of being an alternative to Lynx Africa or other cans of deodorant in our heads, RockFace becomes an affordable daily alternative to a £60+ bottle of fragrance. Smart.
👉 It signals quality without saying “premium” at all. If your can of deodorant can be compared to a fragrance, you’ve already baked in those long-lasting, complex, smells-like-a-proper-cologne associations that make your product feel more premium. Double smart.
And seeing as they’ve just announced they’re launching after shave 6 months after these ads went out, that move makes even more sense in hindsight
Wicked smaht. Love it.
Steal this: think about how customers see your product within your category. Are you positioning your brand as one of many? Or are you making your brand seem like the obvious choice? Can you build stronger associations with your brand through the way you present your products? The way you describe them? The brands you see as competition?
As we saw with Jason's Sourdough when we did a deep-dive on their positioning, the brands you compare yourself too (or the category language you use) can make a massive difference to how much customers are willing to pay.
