PLAINVIEW FOR MEN
The Skin Makes The Man
Kentucky Soaps & Such’s flagship Plainview Farm body care line had traditionally been targeted towards women. With a desire to grow sales and the demonstrated success of brands like Duke Cannon and Dr. Squatch selling similar products, they decided to create Plainview for Men.
Expanding your product line to target a new male demographic is never easy and it can be especially hard when the clients don’t have an appetite for more edgy ad campaigns like those that are generally successful for men’s products. We had to come up with something universally appealing to men that stayed far away from controversy.
THE CHALLENGE
Make new body care products appealing to men without using the edgy humor that’s traditionally effective.
No Shower Scenes
Whether it be AXE, Old Spice, or Dr. Squatch, there’s no shortage of ads that sell body care products for men using very “direct” methods. Over-the-top visuals of men in interrupted showers and/or women swooning cartoonishly over scents are the norm. It was clear from the jump that our clients were having none of that.
Skin In The Game
Since being the funniest men’s soap was off the table, why not be the soap telling the most authentic stories? In seriousness, connecting with potential customers by solving their problems and appealing to their emotions is the name of the game. A universal need that many men may not think about is taking good care of their skin. Whether they shake hands in an office environment, measure and cut wood for cabinetry, or rock out for roaring crowds, having body products that get you clean without drying out your skin is something all men can appreciate.
THE SOLUTION
Use examples of men from various career paths to reinforce that Plainview for Men products are better for your skin.
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