Wilkinson Sword, the razor and grooming products brand that can trace its roots back to 1772, is aiming to cut up its rivals by appointing VCCP Media to handle its UK media planning and buying across men’s and women’s products.
The appointment follows a media review process by owner Edgewell Personal Care, and covers 12 European markets. Wavemaker was the previous incumbent.
Founded 250 years ago in the UK as a gun, sword and bayonet manufacturer, the company is renowned for its precision engineered shaving and personal care products including its Hydro and Quattro ranges.
VCCP Media will now help the brand to break the inertia in the shaving category and to target key audiences such as young men.
Wilkinson Sword head of marketing Christina Bouzala said: “We are proud of our history of design and innovation which stretches back more than 250 years. So we are excited to bring this to the fore and start working with VCCP Media, who share our desire for being a contemporary challenger brand. We look forward to creating great work that will challenge the mainstream in our upcoming campaigns.”
VCCP Media joint CEO Peter Bennett added: “Wilkinson Sword is a strong challenger brand in the personal care product category with a rich history. Our focus will be to target and win back the attention of key audiences by positioning the brand as a contemporary and credible alternative to the mainstream choices.”
The brand works with a number of other agencies, including Mullen Lowe on advertising, Activation for instore marketing, Swanky on ecommerce and Cirkle for social media.
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