Gillette's Viral Marketing Site - NoScruf.org
On first glance, NoScruf.org looks like a forgotten website, built in the late 90s, and somehow still faithfully serving up its content. From the once-cute javascript text which annoyingly follows your mouse, to the horribly-colored animated buttons, to the spinning globe at the bottom, NoScruf.org appears to be a relic of the web's infancy.
But look a little closer and you'll see the beginnings of a viral marketing campaign, aimed squarely at today's young web-savvy men. Remember Burger King's Subservient Chicken? The site purports to be about a movement of women rebelling against scruf - the several day's of sandpapery growth made famous in the '80s by Don Johnson and recently revived by Sawyer and Jack on Lost. In reality the site is owned by Procter and Gamble, and is an experiment in marketing for Gillette.
The quality of the content is extremely high. The movie "In Your Dreams, Stubble Boy" is in league with any of the BMW Films of recent years, and is actually pretty darn funny (if you're into shaving, which of course you are), as is the fake newscast "Latest Live NoScruf Coverage". A word of warning before you view the movies (which you must) - you're about to look at a lot of very attractive women with intentionally hairy armpits, legs, and unibrows. This content is for mature audiences only.
Quite a good time for shaving/web/humor. Last week we had the Norelco BodyGroom site ShaveEverywhere.com which offers to make your d!$% look bigger, and who could forget Schick's kitschy infomercials at ThatsThePowerOf4.com starring Kato Kaelin. We're glad to see the major players in the shaving world pushing the envelope in online marketing. Keep it up! Oh, and keep shaving.
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Posted by Russell Neufeld at May 9, 2006 9:29 PM
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