Harry’s Breaks the Mold with a Bold New Brand Campaign: "Man, That Feels Good"
Dive Brief:
- On April 2, 2023, Harry’s launched a refreshing new campaign entitled “Man, That Feels Good,” accompanied by a revitalized brand identity, aiming to redefine their market presence.
- This innovative campaign encompasses three 15-second ads, a 30-second spot, and a long-form 70-second narrative, all employing dynamic crime film tropes to emphasize the unique advantages of their grooming products while humorously acknowledging what they can’t do.
- For this transformation, Harry’s partnered with creative agency Zulu Alpha Kilo and Mythology, ensuring a cohesive presentation across their diverse product lineup.
A New Era for Harry’s: Expanding Beyond Razors
Dive Insight:
Harry’s entered the market in 2013, pioneering the Direct-to-Consumer (DTC) revolution, and has since expanded its offerings beyond razors to include an extensive array of shaving, body, hair, and skincare products. As they embark on a new chapter, the company recognizes a significant opportunity to elevate awareness of their broader range of men’s grooming solutions.
Giselle Balagat, vice president of Harry’s Brand, remarked, "Just over twelve years into our journey, Harry’s is much more than a razor brand and has grown far beyond our DTC roots.” This perspective reflects a deeper understanding that grooming is about more than products—it’s about building confidence and creating personal connections.
“Man, That Feels Good”: A Refreshing Take on Grooming
The new campaign pivots towards a refreshing, more honest narrative. While showcasing their grooming line, it underscores a pivotal truth: Harry’s doesn’t promise to infuse consumers with a “handsome bad-boy aura” or turn them into rugged men of mystery. Instead, their offerings simply aim to make you feel good and provide a smooth shave at a fair price.
Tim Gordon, partner and chief creative officer at Zulu Alpha Kilo New York, stated, “We wanted to stand out in a category full of hype, overpromises, and adolescent humor.” This campaign breaks the mold, emphasizing that grooming should be realistic and authentic—not just a means to achieve superficial goals.
Cinematic Storytelling: The Essence of the Campaign
The campaign transforms the mundane act of grooming into cinematic storytelling. Each ad begins in a bathroom and quickly spirals into elaborate, crime-inspired scenarios. From becoming a getaway driver in a disastrous art heist to an individual using forged documents for a new identity, these narratives enthrall while simultaneously highlighting the products.
The long-form spot is a mini-epic, featuring a man who experiences heartbreak, stumbles upon a criminal deal, escapes danger, and learns valuable life lessons—all while showcasing how a simple grooming routine can accompany anyone on a grand journey. Gordon explains, “We wanted to tell the story in the straightest and most cinematic way…beautiful instruction videos of what it would ACTUALLY take to achieve the overpromises the rest of the category claim.”
Strategic Marketing: A Multi-Channel Approach
The campaign is leveraged across various streaming platforms such as Hulu, Netflix, and social media giants like Meta and TikTok, ensuring its reach is as expansive as possible. With a targeted approach, Harry’s aims to capture the attention of modern consumers—those who value authenticity and quality over mere advertisements.
Their reimagined brand identity includes new packaging, logos, and color palettes, creating a visually unified experience across all consumer touchpoints—digital, social, and retail. This transformation highlights a broader trend in consumer packaged goods (CPG) marketing, where brands that started as DTC are now evolving to explore retail channels.
The Bigger Picture: What’s Next for Harry’s?
Harry’s, part of the Harry’s Inc. family—which includes women’s grooming line Flamingo and deodorant brands like Lume and Mando—has seen significant growth. Valued at $1.7 billion in a 2023 fundraising round, the company has also filed for a confidential IPO. However, their proposed merger with Schick’s owner was blocked by the FTC due to antitrust concerns.
As Harry’s embarks on this exciting new journey, the industry will undoubtedly be watching how their innovative storytelling and refreshingly honest marketing strategies influence the broader landscape of men’s grooming.
For those looking to explore the new direction Harry’s is taking, check out their new campaign video here and witness firsthand how a razor brand is reshaping the narrative of grooming.
