Harry’s “Filthy Rich”

Source: Harry’s

Here’s a lesson in consistency, via a body wash.

I love a brand that knows its voice and actually sticks to it. Even better when they know how to entertain their audience without pandering to them.

Harry's is one of those brands and always has been. Consistency.

Their latest film for their reimagined Body Wash proves it. The hook: "It won't make you filthy rich but you'll smell like it."

Relatable. Funny. Aimed straight at young men trying to advance in their careers, trying to look the part while working their way up. It feels like it was made for them, not at them.

What’s important to note from a branding perspective is the consistency. This film echoes the exact same energy as the razor campaign that put Harry's on the map in the first place. Same style, same tone, same brand voice.

Same “guidance” to young men.

Consistency. Most brands can't pull it off, especially when they're introducing new products because they can’t help themselves but to reinvent and stray. The temptation is always to shift, to find a new angle, to chase what's trending.

Harry's didn't. They doubled down on what works, they doubled down on themselves and they stuck to their brand.

That's how you build longevity. You find your voice and you protect it. You prove it works across categories and you build it product by product, campaign by campaign.

Harry's nailed it.

What's your experience? JIM