Veet targets pre-teens with ‘Hairy Questions’ campaign
Hair removal brand Veet are targeting pre-teen and teenage girls with a new campaign from Momentum which aims to provide them with information around hair removal as they approach puberty.
A microsite, which is at the heart of the campaign, features a video showing girls asking their father questions around adolescence and hair removal.
https://www.youtube.com/watch?v=2pl2jUuaZSk
Michele Radinovic, brand manager Veet Australia at Reckitt Benkiser, said: “Inevitably most teenage girls will want to remove unwanted hair, and there are plenty of options out there so it can be overwhelming.
“To help bring this campaign to life, we put 5 real dads on the spot, completely unscripted, to see if they could answer some of life’s hairy questions. It’s not our usual style so we had a lot of fun injecting some humour into the campaign. The highlight is when one of our dad’s, Jason, nailed the question, “What’s PMS?” We hope young girls and their parents find the kit helpful.”
Consumers accessing the site are also able to purchase a Veet starter kit.
The campaign is being promoted across blogs via the Boom network and across social media.
Credits:
• Creative – Momentum
• Video Director – Boris Vymenets
• Web design – Momentum
• Social – Klick
• PR – Frank PR
Linkedin
Not sure about this one … it may grow on me.
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Love this! nice little laugh and gives the brand a little more personality
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