HARRY’S (2020)
We wrote a breakthrough new strategy and tagline for the leading challenger brand in the men’s care category.
*final video production was handled by Harry’s internal creative team, led by creative director luke crisell
Why is Harry’s so much better than Gillette?
When Harry’s got their start, they were the cool new kids on the block, shaking up a stodgy old category with a radical new business model that drove down prices without sacrificing quality. But the DTC startup business model story can only be the subject of so many Forbes articles, and can only take you so far.
So in late 2019, Harry’s turned to us to unearth a new strategy and brand-wide campaign that would help them continue to chip away huge chunks of Gillette’s market share. And we found it—while all shave brands can shave your face, Harry’s is the only one that is Engineered For Enjoyment. The only brand that cares about tactility as much as technology, sensorial experience as much as science, and color as much as, well, we care about color more than just about anything.
