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2017 GOLD NEW PRODUCT OR SERVICE
Philips "This is OneBlade"": Launching a category of One"
Philips, understanding how Millennial men’s shaving habits had changed, saw an opportunity to create a new category - a hybrid between electric and FMCG – with OneBlade. Avoiding competing directly with larger blade brands, Philips found a unique space for OneBlade - setting it apart by positioning it as a blade that trimmed, edged and shaved any length of hair. Communications overcame millennial disinterest in blades and entrenched cynicism about shaving brands. The campaign, This is Not a shaver. This is OneBlade, established OneBlade in a category of one.