Feel Good, Fellas

How we brought inner confidence to the shave category

Business Strategy Creative Strategy TV & DRTV Digital – Press & Outdoor – Radio – Branding – Experiential – Performance – Product – Cultural Activation


The Problem

Already well established in the US, Harry’s hit the UK market in 2018.

The issue? Despite being the number two in their category, Harry’s weren’t seeing any gains on Gillette, the sector giant.

The task? To cement the brand as a challenger to Gillette’s throne.


The Or

Introducing ‘Feel Good, Fellas’.

Born from the cultural observation that toxic masculinity was leading to a confidence crisis in today’s men, we developed a new brand platform for Harry’s which champions the everyday man.

We developed a new look and feel, as well as a cultural playbook to help the brand give everyday men that extra boost of confidence.


What Happened Next

Our ‘weird story about an orange’ got plenty of media attention, including securing Pick of the Week and Ad of the Day in Campaign Magazine.

Whilst it’s too early to tell if ‘Feel Good, Fellas’ has worked, the platform has given the business a clean shave, as well as a new sense of motivation and synergy.