Observed Signal · Feb 7, 2026 · Brand & Market Positioning · Source: Feedspot/RSS · Impact: 2/5 · Sentiment: Positive
Super Bowl Debuts: Manscaped and Ro Aim to Transform Brands
Direct-to-consumer grooming brand Manscaped and telehealth company Ro are making their Super Bowl debuts to broaden audience perception beyond their original niches. Manscaped is shifting media mix from lower-funnel DTC tactics to upper-funnel branding to show it sells more than groin grooming and to attract female buyers, per CMO Marcelo Kertesz. Ro, which began as Roman and now offers GLP-1 treatments, aims to be seen as a comprehensive health provider; its spot features Serena Williams and emphasizes broader health benefits beyond weight loss. Both brands are working with TV measurement firm Tatari to track short-term traffic and sales and longer-term brand-affinity shifts using metrics like branded search, surveys and retailer sales. They expect immediate site traffic and plan to evaluate incremental sales and reputation changes over months.
Shows DTC brands reallocating media mix toward upper-funnel TV to change brand perception and demonstrates demand for TV measurement/attribution tools—relevant to advertisers, broadcasters and measurement vendors but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Manscaped is making its Super Bowl debut to reposition beyond male groin grooming.
- Ro (formerly Roman) is making its Super Bowl debut and, as of 2024, offers GLP-1 treatments.
- Both Manscaped and Ro work with Tatari for TV media planning and attribution.
- Manscaped shifted budget toward upper-funnel branding to expand awareness and attract more female customers.
- Ro’s Super Bowl ad features Serena Williams and emphasizes broader health services and benefits.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Manscaped Repositions with Whole‑Body Media Strategy
AdExchanger’s podcast episode (May 5, 2026) features Marcelo Kertész, CMO of Manscaped, discussing the brand’s repositioning from a groin-focused trimmer company to a whole‑body grooming platform — summarized internally as moving “from ball to all.” Kertész, who has a background in political and advertising campaigns, describes Manscaped’s creative approach including its first Super Bowl spot (an over‑the‑top ad with anthropomorphic singing hair balls) to change perception. The brand is shifting marketing spend from lower-funnel performance tactics toward upper-funnel awareness (tracking KPIs like social buzz, brand lift and consideration), accepting longer purchase decision cycles and emphasizing a culture of experimentation and differentiated measurement for test spend.
Winning Strategies for First-Time Big Game Advertisers
At an Adweek House panel co-hosted by Tatari, marketing leaders from Manscaped, Ro, Tecovas and Life360 discussed their decisions and strategies for debuting ads during the 2026 Big Game. Panelists described why 2026 was the right moment to advertise on the Big Game (product and distribution scale, brand expansion), how they measured TV’s impact across channels, and the metrics they will track after the spot airs. Tecovas cited a controlled experiment where pausing TV spend led to double-digit declines in ecommerce and retail traffic within four weeks. Life360 said it will prioritize awareness and track “intrigue metrics” (search, app downloads, website engagement) and use MMM to evaluate revenue effects.
Sports Marketing Renaissance Opens Field to New Brands
Brands are increasingly rethinking sports marketing to stand out in a crowded landscape, adopting fresh creative approaches and partnerships. The article highlights Always Discreet — a Procter & Gamble-owned adult incontinence brand — which partnered with the NFL ahead of the football season to feature real mothers of NFL players discussing bladder leaks and destigmatizing incontinence (which affects 60% of women ages 45 and older). The piece frames this campaign as an example of a broader trend where advertisers use sports partnerships and integrated storytelling to reach audiences in new ways.
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