Barbasol shaving cream is launching a new campaign telling men to “Shave like a man.” The campaign is based on the insight that 91% of its target respects real men, while 84% agreed that “it’s hard to be a real man today.”
The approach has certainly been a success for Dr. Pepper Ten, which accounted for 6% of brand sales two months after its launch and also increased sales of both the regular and diet versions of the brand during the same period.
Barbasol promises a comedic approach too, starting with radio ads on the Super Bowl since a $3.8 million television spot is beyond its budget.
So what do you think? Will men respond to this approach? Is macho in? Do they even buy their own shaving cream?
Mahoney, S. (2013, January 29) Barbasol, Axe Get Mighty Manly. mediapost.com. Retrieved January 30, 2013, from http://www.mediapost.com/publications/article/192180/barbasol-axe-get-mighty-manly.html#axzz2JTHGQXwL