Wondrlab needed rapid validation of Imperial Blue's tagline equity. "Men will be Men" has been the brand's signature for years - but how strongly do consumers actually associate it with Imperial Blue versus competing brands?

The agency needed answers fast, with rigorous methodology that would hold up to client scrutiny.

Jupiter Meta deployed a split-survey methodology through Hercules, testing brand-tagline association from both directions:

Tagline → Brand: When shown "Men will be Men," can consumers identify Imperial Blue?Brand → Tagline: When shown Imperial Blue, can consumers recall the correct tagline?

Each respondent saw only one question to eliminate cross-contamination. Options were randomized to prevent order bias. The study targeted SEC A/B males aged 30+ across metros and Tier 2 cities.

When presented with just the tagline, Imperial Blue led recall by a significant margin - outpacing the nearest competitor nearly fourfold. The reverse association proved even stronger: when shown the brand, the vast majority instantly connected it back to "Men will be Men."

The asymmetry tells a story: consumers who know Imperial Blue overwhelmingly know its tagline, but the tagline alone doesn't always cut through the noise of competing men's brands.

Wondrlab received validated data within hours - not weeks - giving them concrete evidence of tagline equity for strategic planning. The findings confirmed that "Men will be Men" remains a powerful brand asset worth continued investment.