Philips: This is OneBlade – Launching a category of One

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

Campaign details

Brand: PhilipsAdvertiser: PhilipsAgency: Ogilvy & Mather LondonCountry: United Kingdom

Countries in which effectiveness was proven

France, Germany & United Kingdom.

Campaign background

The shaving category is static. Men shave less often. It's fashionable to sport beards, moustaches and stubble. In particular, a new generation of millennial men (18-34 years old) shave infrequently.

Philips is famous for electric shavers. But with changing habits and behaviour from Millennials, it saw an opportunity to create a new category; a hybrid between electric shaving and manual blades. This meant a change in business model whereby...

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