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Braun Razors Go Viral to Compete with Norelco

  • Ad Age, Thursday, May 25, 2006 11:45 AM
Procter & Gamble's Braun unit is going viral in a new, offbeat marketing campaign for its razors that includes humorous images of women with hairy body parts. The unbranded effort also includes paid search ads on search engines, promotional placement on Heavy.com, and a posting on YouTube.com for two viral videos from a fictional advocacy group -- National Organization of Social Crusaders Repulsed by Unshaven Faces -- and its Web site, Noscruf.org. One video, "In Your Dreams Stubble Boy," shows a scruffy-faced young man rejected by his mate when he attempts to snuggle. He then nods off to a nightmare featuring females with hairy legs and armpits as clean-shaven but otherwise unappealing men score with beautiful women. A second video shows a fictional newscast of a Noscruf protest in which the women's group spells out its threat to "end the trend of prickly, scratchy, stubbly faces" by "refusing to shave until men do." The campaign is designed to improve Braun's marketplace position against rival Norelco's Bodygroom electric razor, which this month was the best-selling health- and personal-care product on Amazon.com.

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