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Wilkinson Sword
Advertising Campaign

Challenge

Wilkinson Sword are a global brand that needed to become more relevant in the UK. Our challenge was to increase top of mind awareness of the Wilkinson Sword women’s shaving range amongst lapsed and infrequent users, and to create a campaign to showcase the benefits of three very different types of razor, designed to appeal to very different types of women.


Solution

We created an entertaining campaign with a series of spots featuring talent, all of which focused on the brand's audiences.

For Quattro Bikini – targeting women 18-30 interested in fashion and appearance. We had to find someone who would be credible and comfortable talking cheekily about their bikini line, comedian Olivia Lee was ideal.

For Hydro Silk – aimed at women aged 16-34, concerned about skincare and ‘beauty junkie’ types, who better than Made in Chelsea’s very own skincare queen Lucy Watson.

For Intuition – A razor for busy mums, we needed to find the ultimate busy mum - Louise Redknapp fitted the bill perfectly.

The talent campaign rolled out through the line from social to TV, on shelves and on pack in-store, and in press and special appearances.


Success

Recall across all three adverts was well above average for the brand and the campaign made a significant impact on Wilkinson Sword product awareness and purchase intent.