Blade Master aims to cut it for Wilkinson Sword blitz

Wilkinson Sword has ditched the classic “best a man can get” for a new pan-European campaign which aims to position it as the ultimate challenger brand thanks to three tongue-in-cheek films that introduce a new sword wielding character.

Part of the Edgewell portfolio, Wilkinson Sword’s ‘The Blade Masters since 1772’ is designed to showcase the brand’s 250-year expertise in blades and will run across 29 European markets; it represents the brand’s most significant marketing investment in recent history.

Created by the independent creative agency Pablo, the new campaign is directed by Craig Ainsley, is centred around ‘The Blade Master’, a “suave” character who pokes fun at razors with bad blades by comparing them to a bartender with no sense of accuracy, a doctor with no training and a waiter trained in a zoo.

The campaign aims to appeal to a younger target audience who are used to razor blade advertising that relies on celebrities looking uncomfortable in bathrooms.

The messaging draws on Wilkinson Sword’s history at the forefront of blade design and innovation, and is aimed at inspiring men aged 18 to 34 to pursue a more masterful shave with a dose of humour thrown in for good measure.

The brand’s point of difference was first identified by strategic consultancy Where Magic Happens, who delved back into Wilkinson Sword’s history to uncover an unparalleled understanding of performance borne out of a deep heritage in blade making.

To ensure the campaign landed with impact in different countries, Pablo worked with Flawless, the globally recognized AI film company, to “vub” (visual dub) the English picture into French and German.

Using its TrueSync technology, Pablo produced perfectly lip-synced films, enabling The Blade Master to speak directly to international audiences with the impact of a native voice.

The campaign will be supported by VOD, online and OOH. Media planning and buying was handled by VCCP Media in the UK – which was appointed in November last year – and Wavemaker in Germany and France.

Head of brand for Wilkinson Sword at Edgewell Sophie Rock said: “The world of men’s shaving has stagnated, and we knew we needed to do something different to stand out from the crowd and engage with men on a different level – one that’s much more fun and engaging.

“We believe [our new campaign] taps into our heritage in a modern, compelling, and disruptive way to drive real difference within the category.”