Philips: Asperos (Rough)

Philips, a multinational technology company, launched a campaign featuring two Argentinian footballers to maintain its market share among men in Argentina.

Agency: Wiper

Objectives

Maintaining the market share. Before Father's Day it was 70% in the Male Grooming category (trimmers and razors).

A minimum 20% increase in retail sales compared to the previous year. Not only was a good sell-in necessary for success, but it would also be measured by the final sell-out.

Maintain the brand's TOMA. The sales objective was complemented by a clear brand positioning objective.

Strategy

The presence of a new player/competitor in the market threatened Philips and their 70% audience share leadership. The challenge was presented by the competition's pricing strategy. During Father's Day, when there's...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands