King of Shaves

‘The Technology of Bendology’

The very essence of a challenger brand, King of Shaves loves to take on the anodyne might of Gillette.  Our challenge was to help make the King of Shaves ‘Azor’ razor the handle of choice for younger shavers. As a result of the first phase of the campaign, the brand has enjoyed uplifts of 28% in brand awareness, 23% in propensity to try and 30% in ‘a brand for people like me’ amongst the target.

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