Every Man Jack  Consumer Packaged Good – May 2009

Intro
Every Man Jack (EMJ) is a new line of men’s grooming products sold online and at Target stores nationwide. As a new brand, with limited distribution, in a crowded category, EMJ seeks to increase awareness of its products. As a loyal EMJ user, I took them on as a client for my Graphic Communication class, independently developing communication strategy and creative for a print campaign.

Context
EMJ is a low/mid priced line of personal hygiene products consisting of quality, natural, high-end ingredients.  From packaging to product, the line is specifically formulated for men and lacks common irritants that plague lower quality competitors. The packaging is masculine and modern. And all products feature a wide variety of masculine scents. Products include: Shampoo, Conditioner, Soap, Body Wash, Body Lotion, Face Wash and more.

Research
There are three types of men. Those who’s wife or girlfriend shop for them. Those who have a simple grooming routine and continually restock the same staple products. And, men who have more complex grooming habits, put much thought into the products they use and are willing to try new things. EMJ is designed for the third type of man, the man who eschews modern trends in favor of pursuing quality basics. I like to call him the Independent Minimalist.

But, grooming supplies are low involvement purchases, even for Independent Minimalists. How do we make them care?

To answer that question, get consumers attention and break through one of the toughest CPG categories, it was imperative to unearth the top factors category three men look for in grooming products.  In addition, what problems, if any exist in consumers’ lives that EMJ might solve?

Research methods: Mintel, Simmons, MRI, competitive audit, media review.

Discovery
Men have a piecemeal assortment of grooming products accumulated from stores. Their purchasing lacks consistency and they have low loyalty to any one brand. Some men have yet to find a perfect fit for what they need in a specific grooming product and remain unsatisfied. Also, the target is concerned about the environment and acts to be more environmentally friendly.

Strategy
For Independent Minimalists, EMJ values simplicity and  as much as Independent Minimalists value quality.

Creative Brief
Key fact: EMJ is a one-year-old brand that makes irritant free grooming products for men.

Problem: There is low awareness of the EMJ brand and line of products.

Objectives:
• Increase awareness.
• Position brand as the modern man’s simple, eco-friendly and luxurious line of grooming products.

Target: Independent Minimalists. Men ages 22-55 living in metropolitan areas who shop for personal hygiene products. These men are experiencers, value style and place high importance on their personal upkeep and well-being. They’re aware of their impact on the environment.

Insight: I’m usually at a loss for which products in the store are best for me. I try many brands and products and have accumulated a piecemeal assortment of grooming supplies from many stores. I have yet to find a line of products that’s a perfect fit for me and my needs.

Promise: Every Man Jack simplifies men’s grooming.

Support:
• Masculine packaging and scents deliver a designer look and quality feel.
• Irritant free and dye free products increase quality while keeping product natural.
• Not tested on animals.

Media: Men’s Health, Men’s Fitness, Details, GQ, Esquire, Out.

Creative

Result
This was just a class gig. But, I did make an A and my creative work earned me an creative internship position through the ADVERTISING Club of New York.