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Male Media Opps: Barbasol taps new creative AOR, launches new campaign

GSD&M as creative lead for undisclosed reasons. Perio president John Price said that “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.”

Barbasol doesn't typically have a top spending period, so plan on reaching out for ad dollars throughout the year, especially if you have high engagement among men. Per Kantar, the brand spent over $5.2 million on measured media in the States last year, up from roughly $2.1 million in 2016.

According to iSpot, Barbasol has spent $693,420 on national TV ads so far this year, largely targeting sports programs (see targeting right). The brand's total spend of $3.7 million in 2017 grew from $2.6 million in 2016, so expect TV spend to continue increasing.

While Pathmatics doesn't report any digital spend so far this year, Barbasol had a total 2017 spend of $45,500, with 94% of ads placed direct and through The Trade Desk on sites such as rawstory.com, instructables.com, aol.com, and snopes.com. 

Agency & martech readers - we don't have a media agency on record for the brand or for Perio and, as you know, agency reviews often follow one another, so with a new creative AOR hire, reach out soon for potential digital and/or media reviews.