Philips Norelco Pushes Shaver with ‘Manalogues’
Philips Norelco, the company behind the “Shave Everywhere” body grooming site that got its message across with produce, is adding comedy monologues to its microsite to get the same buzz going for its new model shaver.
The “Manalogues,” available at www.ShaveEverywhere.com, offer video clips of comic Bryan Callen performing irreverent presentations of five different stories about men doing some manscaping on the south forty, so to speak, and enjoying the benefits.
Visitors can register applause during the clips by tapping on their computer space bars, and can also see where others before them have applauded.
The Web site is also accepting users’ real-life stories in text form, with the promise that the best of those will be turned into Manalogues sometime in the future. The clips, however, can’t be forwarded and aren’t available for posting.
“Body hair is something that is vastly common among adult men, but not many6 actually know how to deal with it,” Philips Norelco Marketing Vice President Arjen Linders said in a statement. “ShaveEverywhere.com and the Bodygroom Manalogues infuse a little humor into the situation while still providing men with information they can use in their daily lives.”
The ShaveEverywhere.com Web site went up in 2006 and immediately generated viral buzz for its amusing video using carrots and kiwi fruit to get around talking about private areas. The site received more than 1 million views during its first month, and the videos are still available.
The new Manalogue enhancements are timed to Philips’ launch of a new updated shaver, the Bodygroom+ BG2030. and Target. Visitors can click through links on the site to purchase the groomer online from Amazon.com or Drugstore.com. The new model is also being sold through Target stores.
Tribal DDB handled the creative for the original ShaveEverywhere.com site.
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