Four executions for TV follow developments in a flirtatious couple’s email relationship and each focuses on one product from the range. The aim is to convey the message that the products help to defend skin from shaving irritation, as well as driving awareness of the brand’s three-stage approach and encouraging consumers to buy across the range.
Rachel Price, senior brand manager at brand owner Accantia, said showing the brand in masculine environments was crucial as most men disliked being patronised or baffled by skincare regimes. “Creatively, the ads strike the perfect balance of being masculine, risqué and skin-aware all at the same time,” she added.
The brand, comprising Pre Shave Wash, Shave Gel, Post Shave Cooling Balm and Advanced Moisturiser, has a total support budget of £2.5m this year. Other activity includes ongoing sponsorship of Sky One’s Dream Team programme.