Dr.Jones | Brand Marketing

When I was head of Brand and Partner of Dr.JONES, a Brazilian men's grooming direct-to-consumer company, we faced the exciting task of relaunching the brand and winning over consumers who were fed up with industry monopolies. As a DTC company, we had the chance to provide superior products at half the price of our competitors. To convey this narrative, we revamped our brand positioning and visual identity, centering our campaigns around challenging the status quo with a true "David vs. Goliath" mentality.

(Head of Brand and Partner - Dr.Jones)

 

Irritation Brand Campaign

The first brand campaign focused on the irritation theme, making a connection between a consumer that was tired of the lack of choice due the industry monopoly and the irritation of their skin after using the competition products.

 

To amplify the brand awareness, we partnered with Atlético MG to helped them cut the grass of Mineirão with our Razor minutes before they played the finals of their regional championship in the iconic stadium.

 
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