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Philips
"This is OneBlade"": Launching a category of One"

RAN IN: France; Germany; United Kingdom

CLIENT
Philips

AGENCY
Ogilvy & Mather London *Lead Agency


SUMMARY

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.

CASE STUDY

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CASE VIDEO


Classification: Multinational

Language: English