DTC Innovator Pokes Fun at Industry Hype with New Advertising Strategy

  • Harry’s rebrands with a new campaign that pokes fun at crime movie tropes
  • The campaign highlights the brand’s honest proposition in the grooming category
  • The spots feature 15-second and long-form content on streaming platforms, digital out-of-home, YouTube, and TikTok
  • Harry’s is part of Harry’s Inc. family of brands including Flamingo and Lume and Mando

Harry’s, the DTC grooming brand that started as a razor company, is refreshing its visual identity and launching a new campaign to emphasize its expanded product portfolio. The campaign, called ’Man, That Feels Good’, uses crime movie tropes to showcase the brand’s honest proposition in the grooming category. The spots feature 15-second and long-form content on streaming platforms like Hulu, Netflix, Peacock, ESPN, Disney+, NBC Sports, and Prime Video, as well as digital out-of-home in high-traffic areas in New York, Chicago, and Los Angeles. Harry’s is part of the Harry’s Inc. family of brands that includes Flamingo for women’s grooming and deodorant brands Lume and Mando.

Factuality Level: 8
Factuality Justification: The article provides accurate and objective information about Harry’s brand refresh campaign and its marketing strategy. It includes relevant details about the company’s history, product portfolio expansion, and the inspiration behind the new campaign. The article also mentions the involvement of various creative agencies and platforms for the campaign promotion.
Noise Level: 7
Noise Justification: The article provides information about Harry’s brand refresh and its new campaign, but it lacks a deep analysis of long-term trends or possibilities. It also does not hold powerful people accountable for their decisions or provide actionable insights. The focus on the campaign and product portfolio expansion is relevant to the company’s growth, but the article could benefit from more evidence or data to support its claims.
Financial Relevance: Yes
Financial Markets Impacted: No
Financial Rating Justification: The article discusses Harry’s, a men’s grooming brand, preparing for the next phase of its brand with a new campaign and refreshed visual style. It mentions that the company has expanded its product portfolio beyond razors to include shave, body, hair, and skin care products. The article also briefly touches on the brand’s valuation in a private fundraising round and a previous proposed merger with Schick owner Edgewell falling apart due to antitrust concerns. These financial topics make it financially relevant.
Presence Of Extreme Event: No
Nature Of Extreme Event: No
Impact Rating Of The Extreme Event: No
Extreme Rating Justification: There is no extreme event mentioned in the article.

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