Launching SERHANT. as a Company and Brand During a Pandemic

philips norelco philips bodygroom
Philips Norelco wanted to leverage humor and timely topics to promote the benefits of male body grooming, and launch their new Bodygroom.  Bodygroomers are used among men as a necessary tool for their personal “manscaping” needs and for the launch of their latest bodygroom, Philips Norelco wanted to continue to leverage its brand personality and innuendo-laden tonality as a way to speak to guys, but they needed a new story to tell in order to regenerate interest in the category and to drive initial sales.  Alyssa and her team developed the campaign: “Deforest Yourself, Reforest the World.”  Philips Norelco vowed to tame two hairy issues at once: under-groomed men and over-groomed forests. The team partnered with the Arbor Day Foundation to plant a tree for every Philips Norelco bodygroom product sold, for a total donation of $75,000 or 75,000 trees. The campaign kicked off on Arbor Day in New York City’s tree-lined Madison Square Park, where a call for the hairiest men in New York to be groomed by Carmen Electra turned out the camera crews.  To engage consumers and address these overgrown issues, a microsite was created offering how-to advice on “bodily deforestation” and  news on the serious issue of deforestation.