Every Man Jack’s New Campaign Tackles Beard Woes through the Musical Magic of Imaginary Band

Every Man Jack, the leading men's grooming brand that inspires men to take care of themselves and the world around them, has launched a new national brand campaign to bolster its position in the booming male grooming landscape, spurred by the pandemic and rising popularity in beards. Recently designated the *#1 brand in beard care in MULO (multi-outlet channels), Every Man Jack has experienced 33% year-over-year growth, outpacing the category’s 16% year-over-year growth and reaffirming the company’s commitment to elevating the beard category.

The campaign, created by independent comedy agency Party Land and produced by Food Chain, debuts an imaginary musical phenomenon, “Them Beardles” – a band of facial-hair-clad musicians who show up to address common struggles faced by those who sport facial hair. Whatever kind of beard blues you have – whether it’s dry itchy skin, frizzy hair, patchiness – “Them Beardles” are here to show that Every Man Jack exists to solve them and make your beard better. This high-energy ensemble, bedecked in an array of distinctive facial hair, materialises almost as if from the imagination offering a product to elevate the beard care experience and boost confidence and overall well-being. This empowering message is delivered through an original song, which was written by the Party Land creative team, and is performed by employing their magnificent facial hair as instruments. The spots close with the brand’s new tagline, “A Better Beard Sounds Pretty Good.”

The musical narrative is the core of this fun, attention-grabbing TV campaign, guiding audiences through three relatable vignettes underscored by physical comedy. The composition embodies a fusion of country-western soul, Tennessee rock and roll, bluesy rhythms, and a dash of rockabilly charm. With twangy melody guitar, infectious walking basslines, unassuming percussion, and soulful harmonica flourishes, the result is a musical experience that leaves a lasting impression.

“Our campaign idea was truly inspired by our consumers and their needs. As we entered the fall season, we recognised that many men would be growing out their beards, but they often face challenges like styling issues and itching due to dry skin underneath,” said Ellie Off, VP of marketing at Every Man Jack. “As the #1 beard care brand in MULO, we saw an opportunity to be their partner every step of the way and drive awareness for our assortment through our Them Beardles spot, which offers a humorous take on solving the beard blues.”

The spots feature TV personality Matt James of The Bachelor, an Every Man Jack brand ambassador whose “polarising” beard made headlines a couple years ago. The campaign is now airing through connected TV, social, digital, and search media, as well as linear TV in October, across major U.S. markets.

Matt Heath, co-founder and chief creative officer at Party Land, said, “Every Man Jack is such a great brand with a strong differentiator in the category. Naturally derived, outdoor inspired products that work and smell great—we just really wanted to lean into the beard aspect of it in a memorable way. So, yeah, why not make a beard band for a beard brand?”

Party Land was selected as the lead agency to spearhead Every Man Jack’s biggest beard awareness campaign to date in a competitive review.

Every Man Jack has also released its most premium product collection to date, Small Batch Beard Collection, carefully crafted with the most coveted ingredients in beard care and available on everymanjack.com and Amazon. This three-piece collection is a new direction from the brand’s existing products, dedicated to inspiring men to indulge in their everyday beard-care routines with carefully crafted elixir of oils and sustainable, premium glass and 50% PCR packaging. Each product features a new intoxicating fragrance, Hinoki Spice, with notes of cypress, smoke, and peppery citrus, and is formulated with Jojoba, Squalane, and Avocado oils to nourish, hydrate, and style beards of all lengths:

• Beard + Face Wash ($19.99) Delivers a top shelf beard cleanse with superior ingredients to cleanse facial hair without drying out skin for a smooth and silky soft texture.
• Beard Oil ($19.99) Nourishes damaged beard hair and moisturises the skin underneath, giving unmatched softness.
• Beard Butter ($19.99) Style and softens beards with a touch of refined, smoky Hinoki Spice. Tames flyaway hairs and conditions with a premium blend of oils.

To support this new collection, Every Man Jack has teamed up with Celebrity Groomer, Michael Dueñas, who will serve as the brands first Celebrity Grooming Ambassador to provide insights and education around usage and benefits of the Small Batch Beard Collection. With his expertise and knowledge, Every Man Jack will deliver grooming-forward tutorials on how to achieve desired beard styles and maintain healthy-looking facial hair.

*Source: IRI data, latest 52 weeks ending 13/8/23