‘Blade Masters Since 1772’ - Wilkinson Sword

Gillette has about 75% of the male shaving market. Close enough to a monopoly as you can get. Most brands would look at that and quietly accept the scraps. We couldn't afford to.

In shaving, young men are genuinely terrified of getting it wrong. Because unlike most purchase mistakes, this one shows up on your face for everyone to see. That fear pushes people toward whatever feels safest, which is usually Gillette. But there was one thing Wilkinson Sword had that Gillette couldn't easily claim: the blade itself. The most important bit. The company started out forging actual swords in 1772. It's on the logo.

So the Active Brand Platform became simple, make and help young men master great blades, and we brought it to life through The Blademaster, sharp suit, sharper tongue, built for a "content not ads" approach because young men aren't exactly glued to linear TV waiting for a 30-second spot.

Three months in, massively outspent, and still consideration and brand affinity up 10%, conversion up 9%. It's since rolled out across Europe.