• Promo, Thursday, November 9, 2006 11 AM

Philips Norelco's humorous word-of-mouth campaign to spread the word about a men's razor designed to shave anywhere but the face generated great returns. Sales results exceeded the company's already "lofty" goal by 300%, according to Zdenek C. Kratky, brand manager, shaving and beauty, Philips DAP North America.

With a limited budget--less than $1 million--the campaign for The Philips Norelco Bodygroomer included a humorous video on ShaveEverywhere.com as its central component. "I feel very comfortable talking about this, but most of our consumers don't," Kratky says.

The site has received more than 1.7 million visits to date. Buzz about the video and the new product were featured on more than 500 blogs. The product was one of the most successful launches for Amazon.com, and became the No. 3 best-selling SKU in men's grooming at Target.

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