Magazine article Marketing

Braun E-Razor Hires 180 to Target Europe's Youth

Magazine article Marketing

Braun E-Razor Hires 180 to Target Europe's Youth

Article excerpt

Braun, the Gillette-owned consumer products giant, has selected Amsterdam-based agency 180 to develop a pan-European youth marketing strategy for its E-razor brand.

The agency has been briefed to create an integrated brand strategy for E-razor, which is attempting to gain ground on products such as Philishave, the electric razor brand owned by Dutch rival Philips. Part of the strategy will be an emphasis on building the brand's UK profile.

It is due to launch early next year, and will include advertising, PR, interactive promotions and association with extreme sports events.

A Braun spokesman said the intention was to target a similar audience and use a comparable strategy to the way Red Bull had built its UK market share.

The E-razor range includes a Pocket Twist model, aimed at first-time shavers, and Shave & Shape, which is a combined beard-trimmer and shaver aimed at young consumers who want to style their facial hair.

'We want to 'do a Red Bull' by tapping into our target market, and 180 is the perfect agency to help us achieve this,' said the spokesman

Braun aims to give E-razor a much bigger UK profile by securing wider distribution among consumer goods retailers from next year. …

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