{"id":29436,"date":"2025-05-02T09:49:29","date_gmt":"2025-05-02T09:49:29","guid":{"rendered":"http:\/\/ispot-local-2.local\/?p=596"},"modified":"2025-05-05T15:00:45","modified_gmt":"2025-05-05T22:00:45","slug":"harrys-introduces-body-care-line-to-make-men-feel-good","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/harrys-introduces-body-care-line-to-make-men-feel-good\/","title":{"rendered":"Harry&#8217;s Introduces Body Care Line to Make Men Feel Good"},"content":{"rendered":"\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Harry&#8217;s, once known primarily as a direct-to-consumer razor company, has unveiled its first-ever umbrella brand campaign titled &#8220;Man, That Feels Good.&#8221;<\/p>\n\n\n\n<p>Created with agency Zulu Alpha Kilo, the campaign represents a shift for the 12-year-old brand as it expands its focus beyond shaving products to position itself as a comprehensive men&#8217;s grooming company with offerings across the shaving, body, hair, and skincare categories.<\/p>\n\n\n\n<p>The awareness campaign is running across major streaming platforms including Hulu, Netflix, Peacock, ESPN, Disney+, NBC Sports, and Prime Video.<\/p>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Here\u2019s what iSpot\u2019s Creative Assessment platform revealed on actual viewer response to the campaign among the target male audience.<\/strong><\/p>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080318\/iSpot-Harrys-Creative-Spotlight-Template-v2.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>The Details:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The :15 &#8220;Harry&#8217;s Products Can&#8217;t Make You a Different Man but They Can Make You Feel Great, Man&#8221; was seen as the most informative of the new :15 spots, likely linked to the opening audio and visuals of Harry&#8217;s &#8220;premium grooming products&#8221; vs a focus on a single line item as in the other short form ads:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Male viewers saw this spot as announcing a broader Change as well, leading to strong Desire.<br \/><br \/><\/li>\n\n\n\n<li>Each of the :15 spots achieved breakthrough (Attention and Likeability) and Relevance ahead of the average personal care ad over the past year.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080320\/iSpot-Harrys-v1_01.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080323\/iSpot-Harrys-v1_02.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;Can&#8217;t Make You a Different Man&#8221; built the brand most effectively, with men isolating it as the Single Best Thing about this ad at an above-norm rate (and more so than the other two spots):<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>Harry&#8217;s unaided recall was also highest among those viewing this spot, at 77% (+9 to +10 pts above the other :15&#8217;s and +14 pts over benchmark).<br \/><br \/><\/li>\n\n\n\n<li>However, the single-product-focused ads not surprisingly encouraged purchase a bit more successfully. Still, each creative outpaced category norm levels of consideration among males, led by &#8220;Guide to Handsome Bad-Boy Aura&#8221; at 62% Top 2 Box (+14 pts over personal care norms).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080326\/iSpot-Harrys-v1_03.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080329\/iSpot-Harrys-v1_04.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080333\/iSpot-Harrys-v1_05.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Second-by-second trace results (below, for &#8220;Can&#8217;t Make You a Different Man&#8221;), suggest the new approach is particularly engaging to men 16-20 &#8211; but opening engagement is low during which the spots appear to be similar to other personal care spots:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>This may suggest non-skippable media, if possible, as a similar pattern was seen for each of the :15&#8217;s reviewed.<br \/><br \/><\/li>\n\n\n\n<li>Comments from this audience on &#8220;Can&#8217;t Make You a Different Man&#8221; reflect a bit of confusion on first view due to the quick pace and turn in content; however, repeated views will reduce this effect. Men were largely glad to see hints of additional products from the brand, and found the :15 entertaining.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080336\/iSpot-Harrys-v1_06.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080339\/iSpot-Harrys-v1_07.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"color:#4ac500;font-size: 24px;\"><strong>Male viewers on &#8220;Harry&#8217;s Products Can&#8217;t Make You a Different Man&#8230;&#8221; :15<\/strong><\/p>\n\n\n\n<p>\u201cI like seeing the ad for Harry&#8217;s razors, and the possibility that there may be more Harry&#8217;s products coming soon.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p>\u201cI thought that was a good commercial. It was short and sweet and straight to the point and had some humor.\u201d<br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p>\u201cBeen trying to find a good shaver. Would love to try it out.\u201d<br \/><em>Male 16-20<\/em><\/p>\n\n\n\n<p>\u201cIt was good. I love body wash and it&#8217;s a good brand.\u201d<br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p>\u201cI don&#8217;t particularly want to see a man showering.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cThe commercial was a little sloppy and could use a little more explaining. It was hard to understand\u2013until the end\u2013what it was about.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cIt&#8217;s great at catching your attention and making you want to know what&#8217;s going on. A good ad for Harry&#8217;s.\u201d<br \/><em>Male 50+<\/em><\/p>\n\n\n\n<p>\u201cIt gives a rugged feeling for the razor, along with humor as well.\u201d<br \/><em>Male 36-49<\/em><\/p>\n\n\n\n<p>\u201cI&#8217;ve never used that product but it looks interesting.\u201d<br \/><em>Male 21-35<\/em><\/p>\n\n\n\n<p>\u201cThey want us to know about the soaps that they have.\u201d<br \/><em>Male 16-20<\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>iSpot media measurement shows no linear (or streaming) support behind the new campaign through 4\/14\/25 for the M18+ audience, with the &#8220;Three Regular Guys&#8221; spots dominating brand activity:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>While &#8220;Three Regular Guys&#8221; also sparked very strong consumer intent within the male audience, both ads are showing signs of creative wear in-market highlighting the need for new creative.<br \/><br \/><\/li>\n\n\n\n<li>As such, Harry\u2019s might consider these new :15 spots at least as additions in media rotations to keep the brand fresh in the consumer&#8217;s mind while still encouraging purchase.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080341\/iSpot-Harrys-v1_08.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080344\/iSpot-Harrys-v1_09.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080346\/iSpot-Harrys-v1_10.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The chart below presents the best-received men&#8217;s personal care ads over the past year within the male audience, reflecting the strong level of competition in the category:<br \/><br \/>\n<ul class=\"wp-block-list\">\n<li>The second graph plots the newest Harry&#8217;s :15&#8217;s with key competitive personal care brand ads over the past year.<br \/><br \/><\/li>\n\n\n\n<li>&#8220;Harry&#8217;s Products Can&#8217;t Make You a Different Man&#8221; placed in the top 10% of personal care ads among males over the time period.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080349\/iSpot-Harrys-v1_11.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/hub-cdn.ispot.tv\/blog\/wp-content\/uploads\/2025\/04\/30080352\/iSpot-Harrys-v1_12.png\" alt=\"\"\/><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Advertisers need to identify the creative that will drive business outcomes and ensure that in-market execution aligns against the highest potential ads.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.ispot.tv\/demo\">Schedule a demo<\/a> to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve\u2014and outperform\u2014campaign objectives.<\/p>\n\n\n\n<p style=\"font-size:12px;\"><i>Creative Agency: Zulu Alpha Kilo<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Harry&#8217;s, once known primarily as a direct-to-consumer razor company, has unveiled its first-ever umbrella brand campaign titled &#8220;Man, That Feels Good.&#8221; Created with agency Zulu Alpha Kilo, the campaign represents a shift for the 12-year-old brand as it expands its focus beyond shaving products to position itself as a comprehensive men&#8217;s grooming company with offerings&#8230; Read More<\/p>\n","protected":false},"author":26,"featured_media":29437,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[38],"tags":[497],"ispot_product_categories":[],"acf":{"expiration_date":""},"_links":{"self":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/29436"}],"collection":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/comments?post=29436"}],"version-history":[{"count":8,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/29436\/revisions"}],"predecessor-version":[{"id":29446,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/posts\/29436\/revisions\/29446"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media\/29437"}],"wp:attachment":[{"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/media?parent=29436"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/categories?post=29436"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/tags?post=29436"},{"taxonomy":"ispot_product_categories","embeddable":true,"href":"https:\/\/www.ispot.tv\/hub\/wp-json\/wp\/v2\/ispot_product_categories?post=29436"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}