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
