In November 2010, K Public Relations LLC ( K PR) launched the national BRUTSlap campaign, building brand awareness, positioning BRUT as a modern brand and driving traffic to the new website, BRUTSlap.com. The BRUTSlap.com platform, created by Sigma Group, based in Oradell, NJ, featured a number of interactive elements for consumers. Site visitors could vote to slap a number of characters who play off notable pop-culture references (e.g., The "Incident," Pretty Boy Vampire, a Mime, a Ken Doll, and more). There was also a "Symphonic Slapplication" where consumers could create a music track of their favorite slap sounds, as well as a sweepstakes to win the ultimate "Bro Bowl" Vacation in Hawaii in January 2011.
K PR held a launch event to kick off the campaign where guests enjoyed snacking on 'manly munchies' and tasting Evan Williams' portfolio of bourbon. Throughout the night, guests marveled at the interactive stations, including the debut of the BRUTSlap website, a BRUTSlap touch screen bar and a 'slapping' television. Guests also enjoyed getting 'slapped' by two models in front of the step-and-repeat. With K PR's efforts for the campaign, media results reached a total circulation of 56.2 million and 57.4 million total impressions.