Agency MEME was given the brief to develop an innovative site that engages young British males, after a four-way pitch.
The new site (www.brylcreem.com) aims to tap into the UK 'bloke' mentality with content based on girls and football. For example, they can download a sexy referee to their desktops.
It will also promote the hair brand's sponsorship of Soccer AM and 'The Unofficial England Cheerleaders' campaign in the run-up to this year's World Cup.
A section labelled 'The Hair Time Chair' pays homage to the very worst hairstyles of the past 50 years, while 'BrylSkills' will teach users skills such as how to escape a bad date or survive a parachute failure. There is also information on the Brylcreem range.
Anson Harris, creative director at MEME, said: "Strategically, the site is about letting people engage with the brand on a lot of levels. Creatively, it actually delivers on that. Where else can you learn how to wrestle an alligator and maintain a sharp hairstyle at the same time?"
Julie Baker, marketing director at Sara Lee Household and Bodycare, commented: "We are very pleased with the new web site that MEME has developed. Its understanding of our customers - and our brand - was excellent."
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