Download - Apsotw 2[1]Matt Nixon
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 1/38
A new direction Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 2/38
Contents
Account Planning School of the Web!
-The brief -The male shaving category -Shaving and masculinity -Sources of inspiration-Cultural tension-Creative expression-Amplification and activation
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 3/38
Our brief
Account Planning School of the Web!
To use a cultural tension to redefine the
men’s shaving market and King of Shaves’
position within it.
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 4/38
The male shaving
category
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 5/38
A ‘Follow the Leader’ Category
Account Planning School of the Web!
Gillette has been market
leader since the World
Wars
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 6/38
A ‘Follow the Leader’ Category
And the category
has revolved
around Gillette ever
since
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 7/38
The category even looks the same
• Even a common blue colour pallette among the
brands• Brands “playing safe” within the norms
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 8/38
Category Conclusions
Category dominated by one market leader,
who competitors refer to and revolve
around
Instead of copying the leader, this market
needs a true Challenger
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 9/38
What a Challenger Approach Entails
Account Planning School of the Web!
Moving category centre of gravity
away from market leader Defining ourselves on own terms,
not in relation to market leader Encouraging strong preference–
market leader is happy with weak or
moderate preference, knowing
ubiquity and history will deliver sales
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 10/38
Food for thought from out of category
Account Planning School of the Web!
Brands like Sanex, Vaseline, and to an
extent Loreal Menexpert have shown that
functionality, rather than lifestyle, can be a
fruitful territory for a mens’ grooming brand. This tallies with KoS’ innovation credentials,
so should be borne in mind as a
secondary message.
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 11/38
Shaving and Masculinity
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 12/38
But a category that
doesn’t represent real
men, or ideas they can
engage with
A Category for Men
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 13/38
“The smug look is more
post-coital than post-
shave.”“ And most don’t have a
model to kiss their
freshly shaved face.”
Account Planning School of the Web!
18-34 y,o colleagues
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 14/38
Bic have tried to be different…
Account Planning School of the Web!
But they are limited
by simplicity of
product.
Nontheless, at
least their ‘get real’
creative territory is
ownable and
credible.
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 15/38
Gillette have used sports stars as brand ambassadors. This is classic market leader approach: ambassadors must
be so clean cut, they re-enforcing a vanilla brand who don’tneed to cultivate strong preference
Endorsements
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 16/38
In the past KoS has
followed, albeit with a
more “down to earth”
sports star
Endorsements
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 17/38
Conclusions
Account Planning School of the Web!
Generic models and sports stars suit the market leader because their clean cut image can reflect well on the brand. All this serves to do is maintain the status quo, and the market
leader’s agenda. We must look elsewhere for portrayals of masculinity that are more
engaging, to try and cultivate the strong preference we need as a
challenger.
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 18/38
Sources of Inspiration
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 19/38
Account Planning School of the Web!
French Connection’s “The
Man” campaign brought us
a compelling, quirky image
of masculinity, presented with both style and humour
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 20/38
Account Planning School of the Web!
TV’s Mad Men brought usDon Draper; morally
ambiguous, hard drinking,
chain-smoking, sixties
lothario.
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 21/38
Account Planning School of the Web!
Movie The Hangover
brought us Phil, themischievous friend every
guy wishes they knew
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 22/38
Cultural Tension
Account Planning School of the Web!
Men’s shaving is a uniquely masculine
category. But which men actually identify
with the category? The tension here is
between shaving’s representation of men,and what men really engage with. We’ve
seen that a sense of humour, a little moral
ambiguity, or a sense of fun are all
characteristics men engage with.
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 23/38
Our Secret Weapon
(grown up)
MISCHIEF
Account Planning School of the Web!
This is our means of differentiation, and the key to
unlocking strong preference among consumers
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 24/38
The scale of Mischief
Account Planning School of the Web!
Lynx
WKD
French Connection (present,
not fcuk era)
Stella Artois 4
Diesel
Existing mischievous brands
range from the laddish to the
outlandish.King of Shaves is at neither
extreme; it is witty but not
coarse, charming but not “on
the pull”.
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 25/38
Our Manifesto At King of Shaves, we believe that being a man is a unique
and wonderful thing – but mens’ shaving brands have
sucked the fun out of everything. Who would want to
spend time with the grinning, towel-clad male models that
the rest of the category show to us? We exist to keep the
spirit of mischief alive among grown men everywhere, and
to rally against the homogenising power of the market
leader. They’re trying to create a breed of robotic, perma-
grinning pesudo-men, and at King of Shaves we will fight -armed with a wry smile and a deeply ingrained sense of
mischief. Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 26/38
Mischief ExplainedMischief can manifest itself in several ways; most
obviously through copy tone, and a tactical responsive
approach to the market and current affairs.
Account Planning School of the Web!
ISMasculine
GQ
Witty Wry
Grolsch
Accessible
ISN’TLaddish
Nuts, ZooSneering
CynicalCarlingLuxury
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 27/38
Creative Expression
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 28/38
Baby / Bathwater
Account Planning School of the Web!
King of Shaves has built
up a reputation for
excellent products, and
product innovation We must not sacrifice this
for the sake of it. We
need a creative vehicle
that carries this as
supporting message
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 29/38
The King of finishing moves needs the King of Shaves
Route 1a:We present a Fight Club-esque,
underground shaving competition. Stricken
competitors lie bleeding around the floor;
they have used inferior technologies. Ourhero sports a beard that is detailed with a
paisley pattern; he has shaved it in himself.
No-one can compete.
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 30/38
The King of movesneeds the King of Shaves
Route 1b: Extreme razor-pogo
is an underground
counterculture sport where
riders mount a giant razor
and attempt death-defying
tricks. Contestants hope it will one day make the X
Games. One contestant rises
high above them all; he rides
a King of Shaves AZOR razor.
Competitors lie, scattered,
wounded and envious, in his
wake.
For the King of Moves,Only the King of Shaves will do
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 31/38
Route 2: We play on our territory of
mischief being a youthful one, and link it to
the act of shaving being an act of removing
signs of growing up – with every stroke of
the blade, making us younger and more
free to be mischievous.
Grow Down
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 32/38
Amplification and Activation
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 33/38
Changing the Context
Account Planning School of the Web!
It is difficult to build brand in an environment
where you are surrounded by your
competitors, an environment where peopleare used to purchasing the brand leader
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 34/38
Most razors are bought in pharmacies and
supermarkets. White lights, thousands of
products, sanitised environments. A difficultenvironment for a brand to impress its own
personality.
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 35/38
Our Ambition
Placing King of Shaves in fashion stores
may not increase sales volume significantly,
but will build associations outside of thecold, clinical supermarket and pharmacy
environments
Account Planning School of the Web!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 36/38
Keeping the conversation open
Account Planning School of the Web!
Will King’s “King’s Speech” clip
shows a gentle sort of upmarket
mischief. This kind of approach
should be ramped up; KoS should
be reactive, nimble, expressing a
point of view on anything and
everything, so that people start to
wonder: “I wonder what KoS thinks
about this? Every communication
expresses our attitudinal point of
difference to the rest of the market
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 37/38
Keeping the conversation open
Account Planning School of the Web!
It doesn’t always
have to be to do
with puns on “King”,
but the Royal Wedding would be
a gift!
8/6/2019 Apsotw 2[1]Matt Nixon
http://slidepdf.com/reader/full/apsotw-21matt-nixon 38/38
Thank you
Account Planning School of the Web!
Matt Nixon, [email protected]