What are many Swiss men interested in? That’s right – ice hockey! Creating an emotional link between the “play-off beard” theme and the OneBlade, we launched a broad-based content marketing campaign for the first time in 2018. It’s a fact that many ice hockey fans and players grow a beard during the play-offs, a sign of their excitement in moral support of “their” team. We used cool, short videos and strong storytelling to show: play-off beards are easy to style with the OneBlade.