Philips Norelco: “Bodygroom”

Category: New Product or Service
Lead Agency: DDB New York
Media Agency: Carat USA
Contributing Agencies: Tribal DDB New York Manning Selvage & Lee
Client: Philips DAP NA

STRATEGIC CHALLENGE

Get Guys Talking about an Uncomfortable Subject.

How does a brand go from being known as your “grandfather's razor” to a man's best weapon against unwanted body hair in unmentionable areas? How does a brand that has built its reputation on face shaving make the transition to “below the neck”? How does a brand overcome its stodgy image to reinvent itself among a new young, enlightened, and urban male target? How does a brand talk about a subject such as male body grooming with men who have an aversion to talking about their personal grooming habits?