Aqua Velva, the classic blue-colored aftershave that many may remember sitting on a shelf in their father’s bathroom, is out with a line extension and a new marketing campaign to rejuvenate the 87-year-old brand.
This month, young women wearing PJ’s and slippers will turn out at busy commuter hubs to pass out samples of the new Aqua Velva Ice Balm, the first time the brand has developed a non-liquid aftershave.
“Despite the fact that it hasn’t been supported in ages, it’s been a tried -and-true brand,” says Georganne Shirk, senior brand manager for men’s grooming for Combe International.
More than 300,000 .07-ounce samples and coupons for 55 cents off will be distributed to male passersby at train stations, large office buildings and other “target friendly” environments in 20 cities across the country including Boston, Chicago, New York and Los Angeles. Brand ambassadors will encourage takers to try the balm on the spot. The balm is positioned as “2-products-in-1 After Shave,” or aftershave plus skin care. Sampling, handled by Maya Marketing, Inc., Stamford, CT, ends July 15.
Aqua Velva Ice Balm comes in a printed foil six-sided carton in shades of blue to attract attention at shelf, Shirk says.
TV, print, Wal-Mart in-store media and radio support the launch.
The Aqua Velva brand was purchased a couple of years ago by privately held Combe International, which is bringing it new life and vitality. Aqua Velva ranks No. 3 in its category behind Old Spice and Gillette, Shirk says.
TV spots for the flagship Aqua Velva Aftershave, which comes in three fragrances — ice blue, ice sport and musk — began last year. A contest searched for a new Aqua Velva Man to help relaunch the brand to a new, younger generation of consumers. Participants could enter a friend or themselves for the chance to be the “Man” or win a variety of blue-themed prizes. Jason Champine of Royal Oak, MI, won the contest. The 30-year-old physician’s assistant “exemplifies the character, values and appearance qualities required,” the company said. Champine attended an April kick-off event for Ice Balm.
In May, 10-second tags were added to the TV spots to promote Aqua Velva Ice Balm and this month, spots break that will feature both the liquid and balm brands
“There is definitely a fascination with old brands,” Shirk says.
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