Monkey Magazine Delivers Xtreme Results
In 2007, Wilkinson Sword set out with Mediaedge:cia to challenge Gillette's market-dominance, using their Xtreme 3 brand to win back from Bic the number two position in the disposable category.
The aim was to use Xtreme 3 to de-bunk the widely-held perception that a disposable produces a poor shave - and to imbue Xtreme 3 with a powerful brand identity to encourage brand loyalty.
The idea was to present the target with creative licence to interact with the brand - while, at the same time, demonstrating its quality, durability and accessibility. The device to achieve this was to create a competition to find - and present - Britain's most extreme shaver.
Newly-launched online men's magazine, Monkey, was chosen as the ideal partner for this task - to promote and showcase some quite unbelievable shaving action.
The success of the campaign enabled Wilkinson Sword to reclaim its number two spot in the disposable market , significantly shifted key perceptions amongst the target audience and led the company to reappraise and redefine its marketing activity in this sector.
To download the full details click here Wilkinson Sword Case Study.
