Our creative strategic solution was to “provoke reactions on the public stage” largely in “appearance-comparative situations” where bodycruZer man could unveil his groomed torso. We knew Progressives continually scanned content, so we “immersed” them in a range of broad and niche channels. We engaged with them using online advertising and social media (WoM endorsement) as well as gym advertising - prime torso environments where they enjoyed being admired. We created our own “Style Police” of beautiful women to rate their groomed appearance and tickle their ego…in their key playing grounds (clubs, music events), giving them sneak previews of the new product. We created a ‘public stage’ Microsite where they were invited to upload their new groomed body look to gauge others’ reactions and ratings. We stimulated debate through PR and we reached out to a broader audience through TV, showcasing an uber-progressive male provoking reactions at an LA party.

This approach prompted huge interest for this new category, generating plenty of press coverage, and creating record levels of consumer traffic on Braun’s site. In just six weeks we beat our main rival Philips decreasing their share from 70% to 30% in the male grooming franchise and became Braun’s engine for growth. Category sales doubled vs. previous year. BodycruZer exceeded Braun’s long-term target of 50% category sales in only six weeks. Success now continues apace with exciting launches into new territories.