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Think of It as Gorilla Marketing

In Canada, a Vivid Product Demonstration

Published on .

Parissa Wax Strips

For a more in-depth look at this Idea of the Week and other case studies, visit Ad Age and CMDglobal's Inspiration site.

We've seen ads shaved into the back of people's heads, but what about on people's backs?

When it comes to beach attire, there is nothing worse than having a back so hairy you can run your fingers through it. Hair-removal brand Parissa Wax Strips launched a humorous attack on the hirsute by sending a man sporting an impressive back rug along a Vancouver beach. The back hair appeared to have been waxed to spell out the brand's name.

The furry fellow strode up and down the beach handing out free samples of wax strips, giving product demonstrations and posing for pictures with beachgoers.

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CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists.

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