Nair smells like burnt hair and hasn’t updated its brand strategy in decades. In this live episode, Semiserious pitches a full brand refresh, including a Lisa Frank-inspired nostalgia campaign and a new @NairHairRemover brand voice that makes body hair removal genuinely fun.

So in this episode of ‘Can They Brand That?®‘ we ask: who wears short shorts and waxes poetic about the OG hair removal cream? Us!

Since Nair hair removal cream is a brand near and dear to our legs, we say all our weirdest ideas out loud, from Lisa Frank collabs to foam parties to a retired razor named Ray Zor. Hosted by: Allie LeFevere and Lyndsay Rush Sanders

 

 

Timestamps:

00:00 Intro, Show Rundown, Nair Brand Audit, and Hair Removal Horror Stories and Banter
04:31 The Brainstorm Begins!
04:46 Pitching Nair: Brand Refresh Ideas & Our Best and Wildest Campaign, Stunt, and Activation Concepts
20:31 Mascot O’Clock [Funny Mascot Ideation] 22:27 Hired or Fired [Should Nair Hire Us? Best Ideas in Review]

Key Branding Ideas from This Episode:

• The power of humor in branding lies in its ability to humanize a product and foster deep emotional connections with consumers.
• Humor deepens trust and makes messages memorable, transforming passive consumers into brand advocates.
• Verbal ownership through branding elevates a product to an iconic status, embedding it into everyday language and culture. This creates durable market dominance, as seen with brands like “Kleenex” or “Xerox.”
• Nostalgia and cultural zeitgeists are fertile ground for reinvention. Tapping into nostalgia bridges generations, making products feel timeless and current, crucial for brand longevity.
• Exaggerated storytelling amplifies brand personality beyond mere features, fostering brand affinity and differentiation in crowded markets.
• Branding as playful rebellion challenges industry conventions, attracting attention and positioning the brand as a cultural outsider with authenticity.
• Absurd, provocative ideas in brainstorms serve as a mental playground, sparking innovative campaign concepts and redefining category boundaries.
• Emphasizing fun as a core brand value shifts the narrative from transaction to experience, cultivating a loyal community and transforming consumers into brand ambassadors.

 

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Semiserious is a female-founded humor branding agency for CPG brands. Their sweet spot is working with founder-led or venture-backed DTC startups to build brands using comedy as a core strategy to help brands stand out in a crowded market. Their roster includes industry darlings like Clif Bar, Native, Blue Bunny, Waterboy, Pie, Argent, JOI, ABC Fine Wine & Spirits, Yogi Tea, Choice Organics, GEN Z, The University of Chicago, Alleyoop, Better Than Booze, Backwoods, Bad Rabbit, U Suck at Golf, Hobbyist, and the Dallas Cowboys, but they would never brag about it in their bio. This funny branding agency has offices in Chicago and Nashville, but works with clients globally.

Say hi or snoop around:

🔔 Subscribe for weekly branding brainstorms → https://www.youtube.com/@semiseriousagency
📺 Watch the full Can They Brand That?® show series → https://bit.ly/can-they-brand-that-playlist
🌐 Work with Semiserious: https://semiseriousagency.com/

ICYMI, this show exists 1) to champion originality and creativity in a sea of AI slop, 2) to show potential clients the power and value of fun as a consumer-converting strategy, and 3) to bring some much-needed levity into the world where we can.

#NairBranding #CanTheyBrandThat #HumorBranding #BrandStrategy #FunnyMarketing