Launching SERHANT. as a Company and Brand During a Pandemic
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.