Viral case study: Wilkinson Sword claims beards make babies cry

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With bushy beards coming back into fashion, how does a shaving brand get rugged hipsters back on their side? This viral video from Wilkinson Sword Germany explains why the hirsute look might not be as fatherly as you might think. The 45-second ad, created by the Labamba Agency in Hamburg, Germany, tracks different fathers first meeting their offspring throughout history- and why a beard can make a bad impression on babies.

Whether Neanderthals, Vikings or hippies, the ad shows infants bursting into tears when first held by their furry fathers.

"We can actually observe this phenomenon in friends and acquaintances. Many children cry when they are first confronted with a full beard," says Dirk Hohnberg , marketing manager at Wilkinson Sword.

In the making of the spot Hohnberg also declares that it is to this topic off for some time: "How can you say with a wink, the Hipster from Prenzlauer Berg that he is, he should shave again."

The video was posted on the brand’s YouTube channel of Wilkinson Sword, and also on its Facebook page. .

The campaign forms part of the brand’s #Freeyourskin hashtag campaign, which has already been launched in other markets including New Zealand, where Wilkinson operates under the brand name Schick.

View the making of video here:

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