What are many Swiss men interested in? Correct: ice hockey! We emotionally linked the topic of “play-off beard” with the OneBlade, because many ice hockey fans and players grow a beard during the play-offs and thus cheer along with “their” team. In cool, short videos we showed: The play-off beards are easy to style with the OneBlade. The videos were then brought to the target group through various media and influencer cooperations. They were also strategicaly played on the LED cubes in the stadium during the home games of the three ice hockey clubs involved. Kontx set up this broad-based campaign for the first time in 2018 and repeated it in 2019 due to its great success.