Ultra Sweat
The client came to us with the challenge of marketing a paint that saves both time and effort to contractors. We thought, if it works as well as you say it does, we really should be helping the painters with an add-on product so it looks like they worked harder than they did. Enter UltraSweat, the sweat-scented cologne, made only for Ben Moore’s UltraSpec 500 users.
In addition to the online video we had some fun with a cologne-inspired direct mail piece that had a sweat-scented strip on it. Well, a super close facsimile of sweat that is. Working with a fragrance company, we tested several rounds of samples until we landed on a combination of “onion”, “dirt” and “mildew.”
Role: AD, Made with CW: Dave Gibson, co-AD: Mauricio Mazzariol, CD: Vanessa Fortier