What's Happening?
Manscaped, a men's grooming company, has initiated a creative review process as it considers launching its first advertisement during the Super Bowl. The company is currently accepting pitches from both external agencies and its internal creative team. Although Manscaped has not yet confirmed its participation in the Super Bowl, the move marks a significant potential expansion in its marketing efforts. Founded in 2016, Manscaped initially focused on a single product—a body hair trimmer for men—but has since expanded its product line to include a variety of lifestyle and grooming items. The company is known for its marketing strategy that employs irreverent humor, as seen in its previous campaign, 'The Boys,' which featured a visual metaphor to humorously address the challenges of untamed body hair. This campaign included participation from Pete Davidson, a brand partner. The Super Bowl, known for its large male viewership, has historically been a platform for grooming and hygiene brands like Gillette and Dr. Squatch.
Why It's Important?
The potential Super Bowl advertisement represents a major marketing milestone for Manscaped, indicating its ambition to reach a broader audience. The Super Bowl is one of the most-watched television events in the United States, providing a unique opportunity for brands to gain significant exposure. For Manscaped, this could translate into increased brand recognition and sales, particularly among its target demographic. The decision to use humor in its marketing aligns with the company's brand identity and could differentiate it from competitors. If successful, this campaign could set a precedent for other emerging brands in the grooming industry to leverage high-profile advertising platforms to accelerate growth.
What's Next?
Should Manscaped decide to proceed with the Super Bowl ad, the company will need to finalize its creative direction and production in time for the event. The outcome of the creative review will determine the agency or team responsible for developing the ad. If the campaign is well-received, it could lead to further high-profile advertising opportunities and collaborations. Additionally, the response from consumers and industry stakeholders will likely influence Manscaped's future marketing strategies and product development.
