“The Oodyssey”
Veet Men was launching a brand new product: an intimate area hair removal kit.
How do we communicate about this new intimate ritual without being distasteful (or censored by the legal department), while convincing people of the superiority of this new method?
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The challenge:
In 2022, Veet Men launches a depilatory cream for men's intimate areas, in a market that is overwhelmingly dominated by razors and trimmers.
How to launch a product whose usage is marginal and can be taboo or even scary for many men?
The strategic response:
Speaking with men, scouring Reddit, and delving into client studies, we realised that men who removed hair from their intimate areas did so for mainly one reason: their own physical sensation. This new kit was an opportunity to craft an ode to the feeling of freedom that comes with having no hair down there.
The Work
Why I think it’s cool
Changing habits is extremely difficult, even more so when it comes to intimate parts... and given the results (on brand items and business), this campaign has aroused the curiosity of plenty of men who have considered putting away their barbaric blades to try (and adopt!) this new, gentler solution.
And also making a film with flying balls is hilarious.