US shaving brand Barbasol has announced a new partnership with satirical digital media company The Onion.
Barbasol will work with the company’s advertising arm Onion Labs to leverage its witty and comedic expertise in its own marketing campaigns.
Julie Scott, Onion Labs General Manager, said: “We have long believed that advertising is the true bedrock of any first-world economy - that’s why we entered this most sacred arena - and we are able to help brands stand out by injecting a smart, comedic, approach to everything we do.
“Our partners at Barbasol let us play into the obviousness of a brand like theirs expanding into razors, which allows us to create smart content - not just ads - that audiences will actually want to watch and engage with.”
The brand’s new razor campaigns have kicked off across broadcast, TV, radio and digital in conjunction with its new sponsorship deal with Major League Baseball.
John Price, President of Perio, Barbasol’s parent company, said: “Our recent marketing efforts with Onion Labs help support the obvious evolution into razors for the Barbasol brand an we wanted to tell that story in a fun and engaging way.”
He continued: “Feedback on our new line of products has been very positive and we’re excited to share our story with even more consumers in this new campaign.”
Guy Excited About Party Studying Up On History Of Parties https://t.co/amX8KZg4w5 pic.twitter.com/huLnO3TSIz
— The Onion (@TheOnion) May 13, 2018
