""It puts things in perspective. There's no level of pressure that compares to those [election] campaigns I did.""
""Yes, yes - it was totally worth it. It was such a perfect moment for us.""
""Manscaped is closely tracking social buzz, brand lift and the uptick in consideration. It's not about sales, per se.""
""The decision cycle for a trimmer is longer, which means the impact emerges over time.""
Marcelo Kertész, CMO of Manscaped, is shifting the brand's focus from below-the-belt grooming to a full-body grooming platform. His background in political campaigns, including work on presidential elections, has prepared him for high-pressure marketing challenges. Manscaped's recent Super Bowl ad featured anthropomorphic singing hair balls to emphasize this brand evolution. The company tracks social buzz and brand lift rather than immediate sales, acknowledging the longer decision cycle for grooming products. Kertész believes the Super Bowl investment was worthwhile, marking a significant moment for the brand.
Read at AdExchanger
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