BOD Man: Walk Of Shame

Laughlin Constable today launches its first campaign for BOD Man, Parfum de Coeur’s (PDC) #1 men’s mass-market fragrance brand in the U.S. as measured by IRI. It features 3 TV commercials airing nationally on ESPN and will combine a live integration on SportsCenter. PDC awarded Laughlin Constable their BOD Man, Body Fantasies and Calgon brands in May. The agency, with offices in New York, New Jersey, Chicago and Milwaukee, is handling integrated media, digital, social and creative. The news was announced today by JC Addison, EVP/Managing Director, Laughlin Constable New York. “The new campaign is all about the BOD Man target and where you reach them,” Addison said. “This is an important departure for BOD Man for 2014. It’s not just a campaign, but a re-thinking about the channels and brand touch points for the target.” BOD Man’s new campaign represents a shift of more than half of the brand’s media spend into digital across VDopia (mobile), Brightroll, YouTube Trueview and ESPN.com; an OOH buy in Times Square (video and print); a website relaunch; social activations across Facebook, Twitter and Instagram; a PPC campaign; and an email initiative. “Parfums de Coeur and Laughlin Constable have developed a strategy that efficiently reaches the end purchaser over an extended period of time," said Jessica Donoghue, VP Marketing Parfums de Coeur. "We're building a relationship between the brand and young males who are taking more control of their purchases and personal care routine." The creative features the tagline “What you spray on, stays on,” and uses smart humor to convey how young males are taking more control of their purchases and personal care routines. Laughlin Constable produced the commercials in house.