Philips Norelco Takes on Movember

Philips Norelco activated its status as official partner of the Movember Foundation — a nonprofit that raises funds to combat prostate and testicular cancer as well as male mental health challenges — for a national digital campaign with account-specific overlays at CVS and Walmart. A global charity as well as a collective movement, Movember encourages men to start clean shaven on Nov. 1 and grow a “mo” (mustache) to raise awareness and funds for men’s health. Philips Norelco gave the Movember Foundation a base donation of $400,000 and drove shoppers to CVS and Walmart by promising an additional 50 cents (up to another $75,000 from Walmart and $25,000 from CVS) for every Philips Norelco and OneBlade handle sold at those stores from Oct. 1 through Dec. 31. Custom P-O-P support spotted at Walmart included a four-way pallet display bearing the official Movember logo and touting Rollback pricing on various SKUs. A header plugged the donation pledge while side panels invited shoppers to help “Change the face of men’s health.” Philips Norelco also took Movember to the metaverse this year by creating an interactive experience called Shavetopia in Roblox that invites users to shop over 60 different facial hair choices for avatars, with proceeds from the in-game purchases slated for donation. For a limited time, mini-games offered users power-ups enabling their avatars to wear their creative facial hair and earn special bonuses across three popular Roblox games. Social media updates from the manufacturer supported the effort — which Roblox says has been the platform’s most popular philanthropic brand activation — while also doling out health information throughout the month as part of the national campaign. Email marketing supported. “We’re thrilled to join forces with Philips Norelco for the second consecutive year. We believe that Shavetopia will help raise awareness for men’s health issues among new audiences,” said Movember US Country Director Mark Hedstrom in a media release. “These virtual facial hairstyles enable more people, regardless of gender or ability to grow facial hair, to show their support for Movember in ways we never thought possible.” In 2021, Philips Norelco had pledged a monetary and product donation “up to” $550,000 as part of a campaign that entailed co-branded product packaging at retail and a robust digital campaign. Creative from that activation was reused this year.

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