Parissa brings sexy back-vertising

Visitors to Vancouver's Kits Beach found themselves in a very unsexy situation one bright summer's day. Traipsing up and down the sandy shoreline was an excessively hairy fellow with the words 'Parissa Wax Strips' waxed out of his luxurious mane of back hair.

Visitors to Vancouver’s Kits Beach found themselves in a very unsexy situation one bright summer’s day. Traipsing up and down the sandy shoreline was an excessively hairy fellow with the words ‘Parissa Wax Strips’ waxed out of his luxurious mane of back hair.

The folks at Vancouver-based Rethink, who thought up the stunt, decided to use what they’re coining ‘backvertising’ because they felt it would be a great way to attract attention to Parissa.

‘Our goal was to get noticed, and waxing words into a hairy guy’s back struck us as funny,’ explains Katie Ainsworth, associate CD at Rethink. ‘Luckily, it struck a lot of other people as funny too.’

Indeed, many beachgoers laughed, and some even posed with the wax strip-toting sasquatch, er, man, who had free samples to give out to men and women alike.

Rethink estimates the press generated was worth about $250,000, far exceeding the agency’s production budget of $2,000. And ‘backvertising’ seems to have been entrenched into the Canadian zeitgeist.

‘That term didn’t exist before, and within five days, there were like 8,000 blogs with this exact story,’ says Ainsworth. ‘They were all related links.’