Samples of the brand are being handed out to young males at welcome meetings at Club 18-30 holiday destinations over the next two months.
Each sample pack will carry a code, to which recipients will be encouraged to text in for a chance to win prizes such as holidays and PlayStation games and consoles. They are also asked to text in their opinions on Brylcreen.
A Brylcreem spokesperson at Sara Lee Household & Bodycare, said: "When guys are on holiday they want to look their best, so it is the ideal time to sample. We also wanted to turn a sampling exercise into something a bit different. The guys have the chance to win next year鈥檚 holiday with their mates just by texting. The simplicity of the campaign reflects Brylcreem鈥檚 brand values and perfectly fits in with young guys, who are increasingly taking their phones on holiday and using SMS."
This is not the first time Brylcreem has used an innovative digital campaign to reach the elusive young male audience.
In July, the brand teamed up with MTV to launch the Bad Barnet challenge, the UK's first interactive picture messaging and online viral campaign.
The promotion, which targets MTV's 16- to 24-year-old male audience, asked them to email in pictures of their mates' worst hairstyles to a Brylcreem microsite.
The drive also used an SMS push to subscribers of the MTV mobile database.
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