How MANSCAPED built a global grooming product brand, despite an already established market.

Marcelo Kertész, chief marketing officer of MANSCAPED explains how to effectively use humor to build a brand in this clip from the Marketing Matters podcast, part of the Wharton Podcast Network.

ABOUT THE EPISODE Marcelo Kertész, chief marketing officer of Manscaped, explains how the brand leveraged humor, premium design, omnichannel distribution, and a breakout Super Bowl campaign to challenge legacy competitors and redefine modern masculinity in the global grooming market.

ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.

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