This post will look into Wilkinson Sword's product range and how it is promoted:
Wilkinson Sword is a large company that produces garden tools and razors, originally based in the UK, they have recently relocated to Germany. The company produces razors for both sexes as well as shaving preparations.
Current male razor range:
Hydro 3
Hydro 5
Quattro
Hydro 5 Power
Quattro Precision
Razor Cost: £6.79- £13.75
Blade Cost (per 4 pack): £6.10- £8.69
Below is an example of one of Wilkinson Sword's current TV advertisements.
Wilkinson Sword advertisements in comparison to Gillette are very animation heavy, not featuring much of the male model. The advertisements for Wilkinson Sword generally do not use celebrities to endorse the products across the whole of the range. It seems that Wilkinson Sword focus more on word of mouth and generally people impulse buying the products when in store.
However Wilkinson Sword do have advertisements in magazines such as nuts, men's health and top gear, starting to look at more humourous advertising rather than the boring plain advertising as seen in the latter:
Wilkinson Sword are members of Facebook and YouTube:
Wilkinson Sword is currently a member of Facebook; the page has 108k likes and is aimed at the male audience within the UK. The page promotes the products through imagery, videos, consumer interaction, text and links. The poster's also encourages users to 'like' and 'share' the promotional posts, which will allow the brand to reach out to more of the country therefore gain a wider fan base.
Below is a screenshot of the page and an example of a post:
The Wilkinson Sword YouTube page has only 316 subscribers and is used to post the brand's promotional videos:
The above is a method of Guerrilla advertising, where Wilkinson Sword asked 100 men to swap a beard for a bouquet.
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