Stunts: Bliss Spas Take Guerrilla Marketing to the Jungle Wednesday, September 09, 2009 To drive awareness of its, um, Brazilian waxing services, Bliss Spas recently held a day-long “Gorilla” marketing promotion in its hometown of New York City, offering coupons and specials at the spas and reminding women that it’s a “jungle down there.” Staffers in gorilla suits wearing bikinis (over the fur) took to the streets in protest of unkempt body hair. They sported signs and handed out t-shirts, promoting the company’s philosophy that waxing isn’t an onerous task but a pleasant indulgence, and a day at the spa doesn’t have to be about snooty self-absorbed folks, it can be about brownies and fun and relaxation. And gorilla suits. The in-house marketing team filmed the whole day and created a video that it hopes will go viral and is available on YouTube, Facebook and through Blissworld.com. The video is a key element to the stunt, as the company is tracking click-throughs and redirects to the website, which can then be equated to web sales. It will also track coupons redeemed in-store. “Our main goal was to drive Brazilian body waxes and attract new customers while engaging with existing customers,” Kerry O’Day, marketing director at Bliss, told Buzz. "The initial response seems to be good, with waxing sales up 19 percent as compared with the same period last year.”