"Direct-to-consumer grooming brand Manscaped is about to make its Super Bowl debut, as is Ro, a challenger telehealth startup and, as of 2024, a GLP-1 provider. Both also share a common goal behind their Super Bowl investments, which is to grow their audiences by expanding the perception of their brands beyond their origin stories and more recent associations. In other words, Manscaped isn't just for male groin grooming, and Ro isn't just for weight loss."
"Changing brand conception is a hairy business Manscaped's Super Bowl ad is part of a broader effort to shed the misconception that it only sells male groin grooming products, its original product line. "Now we have more products that go beyond the groin," said Manscaped CMO Marcelo Kertesz. (You don't hear that one every day.) It also has shaving and grooming products for the face, hair and other parts of the body."
Manscaped and Ro are investing in Super Bowl advertising to broaden audience perception beyond their founding niches. Manscaped is positioning its product line as encompassing shaving and grooming for face, hair and other body areas, labeling some items as appropriate for all genders while continuing to market certain products to women as gifts. Manscaped reallocated marketing spend from direct-to-consumer lower-funnel tactics to upper-funnel brand awareness as retail distribution matured. Ro is expanding from telehealth and GLP-1 and weight-loss associations to reach a wider set of consumers. Both brands treat broader brand conception as a strategic growth metric alongside traditional performance KPIs.
Read at AdExchanger
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