the client:

Bump Patrol [M&M Products]

the challenge:

Bump Patrol is an aftershave targeted to African-American males for razor bumps, a very common problem among this population. The challenge was the packaging, at the time, was very dated and not at all appealing to the image conscious 21-35 year old African-American male. There was also little advertising to support the product.

our solution:

We developed several new packaging designs and tested them in focus groups among the target audience. This not only helped us pick a winner, but gave us information on the competitive set and the mindset of our target audience, which led to a new marketing campaign. We also supported the new package with advertising, pr and later, social media.

results:

The product is now the #1 ethnic shave product in Walmart and other major retail chains like CVS, Target and Sally’s, have picked up the product.