As Harry’s evolves from a successful newcomer brand to a category-defining brand, it is increasingly important that they start to have more of a role within culture and a point of view on the world beyond their products.
We have been working with Harry’s to create a series of social-first content that uses comedy as a vehicle for Harry’s to explore themes that matter to the brand, including: celebrating modern masculinity in all its forms, talking openly about mental health and being unafraid to carve your own path.
We have developed two series of content for Harry’s to date…
Sometimes Disloyalty Pays
The first series, the ‘Disloyalty Campaign’, featured top US comedians including: John Mulaney, Natasha Lyonne, Quinta Brunson, Byron Bowers and Mark Normand. The content we created became the highest performing assets they had ever seen on their social pages.
Alternative Routines
For the second series, we developed a concept ‘Alternative Routines’ that was inspired by Harry’s masterbrand positioning of ‘Not the Same’. The idea was to show a different side to comedians, in a more intimate setting than the typical stand-up stage, and to give them the chance to be their true ‘Not the Same’ selves. The series featured exciting, new comedic talent including: The Lucas Brothers, Matteo Vallane and Fumi Abe, as well as continuing our partnership with Byron Bowers. The plan is to continue to help Harry’s cement their support for and connection to the world of Comedy.
Notable helped us find a voice within culture through their blend of creative strategy and expert execution.
Gerhard
Stochl
Head of Integrated Comms & Culture, Harry’s