Press ads will feature in sports sections of national newspapers, including The Mirror and The Sun, from next month until the end of the year. They take a swipe at the less than masculine toiletry brands on the market, with catchlines: 'Who are you calling an aerosol?' and 'If you want floral, pick some flowers'. Sampling, which runs until October across the UK, will coincide with the adverts.
The campaign is intended to rekindle Brut's rugged image, created by 'Splash it all over' TV ads in the 70s and 80s featuring Henry Cooper, Kevin Keegan and Barry Sheene.
Brut's machismo was boosted in the 2002 World Cup, when Spanish keeper Canizares missed the tournament after allegedly dropping a bottle on his toe.