Limited now to only one hour a day of internet by MUM (aka, La Loser), I couldn't wait to get down to the library to write this piece, I'm that excited!
Shaving adverts have become highly predictable, unoriginal and ultimately boring. Gilette ship in their adverts from the continent and/or USA, with Wilkinson Sword additionally taking the L'oreal/cosmetic approach to the male grooming market. Advertisers seem to have fallen into the 'easy' trap of repeating the same as last campaign, or saving cash with importing: see below, crap. (I tried to find the lasted one where Tiger and Roger come out of the tv - but no luck)
As we ALL know, advertising is a fantastic opportunity to really make an impression on viewers about who we (advertiser) are and what we can do. We also know that advertising has different functions for different companies, and with this in mind, one effects the other.
As overall market leader in shaving products Gillette's main strategy is to prod and remind consumers that they are still number one - 'Don't forget we are your favourite'
Wilkinson Sword is Gillettes main rival and so their adverts seems to be a little better but still retain the old boring conventions.
This is where the King of Shaves come in. A seemingly new product in a highly well established market - they have a lot to tell, and a massive challenge ahead of them. It may seem like a risky challenge at face value but looking under the skin (or beard) you can see that is a nice move, and this is represented in their adverts.
The Big 2 are complacent at the top and this is something that is shown in their advertising - bland, safe and boring. They are happy reminding their audiences that they are the best - there really isn't that much to worry about. This complacency is a perfect opportunity to catch them off guard and to allow King of Shaves to make a decent impact in a very secure market.
Their position in the market is well represented by their advertising. For me it's fucking awesome. A completely fresh style which really makes an impact in the minds of the watchers. I know when I first saw it I was amazed in seeing somethging that wasn't the same drivel. But this is what they HAVE to do because otherwise they would not stand out from the Big 2.
Everything I am trying to say - Their position in the market, being new, their advertising is all summed up in their copy at the end of the advert "Bend the rules".
Yes, I know thet they are trying to attract a different type of shaver, a slightly younger audience who aren't necessarily metrosexuals - but the fact is that this is a breath of fresh air.
Everything else has delivered perfectly all they need to do is to deliver a good product which for me isn't at the focus of the brand - it's the new image of shaving.
I actually have one of these razors. I got a free one in my travel edition of FHM when going up to Middlesborough in Summer. . . and it's crap. It dodn't really do too much shaving - maybe because it was a freebee, but should do a decent job still. It didn't nip or cut me so thats a plus, and it may have taken longer to get a closer shave because my neck scarf was as long as it could possibly be without getting beaten up - I may even try it out again later today so don't let my personal account put you off.
Right im running out of time in the Library but I think this is a great ad and poisition for King, let me know your thoughts!
Cheers, Scottie
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