The time is ripe for men who iron

Never before have men been directly addressed with a campaign for underwire products. Braun has decided to do just that. The campaign is aimed at fashion-conscious, trendy men who value a well-groomed appearance. The campaign is intended to present the topic of "ironing men" with a wink. The challenge lies in questioning social conventions and triggering a debate on the subject.

"The time has come for modern, true men to take the iron in their own hands. Shirts are the centerpiece of every well-styled man. On average, he should have 21 of them. Men simply look attractive in their precision-ironed shirts and that's what we women like," smiles Brand Manager Melanie Rüdin. The Braun CareStyle range makes ironing easier for the Real Iron Man with the latest iCare technology, which allows all textiles to be ironed at a preset temperature.The viral hitSince November 28, 2016, the video has been viewed over 2 million times, making it a viral hit. It was also helped by well-known Swiss bloggers who took the campaign as a basis and interpreted it in their own individual way. In a witty, entertaining way, they shed light on aspects of gender equality. After all, today's man is no longer the 'pasha', as Melanie Rüdin von Braun also emphasizes: "He is demanding, attaches importance to a well-groomed appearance and irons his clothes himself." The videos are shared on various social networks and trigger a lively discussion. One entertaining example is the #realironman battle from the blog Heypretty.ch: http://bit.ly/braun-heyprettyCielleNoire provides another successful example with her funny video: http://bit.ly/braun-ciellenoireWith this campaign, Braun is positioning itself as a household appliance brand that combats the stigma that housework is only done by women. And as a top brand when it comes to high-quality ironing systems.