Challenge

Braun was experiencing North America sales declines following a Shaver Series 7 global launch. The mandate was to develop a go-to-market strategy, creative platform and cross-channel campaign that would resonate with the North American primary shaver shopper.​

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Solution

​The “Wear Your Face” creative platform respected Braun’s brand essence and was culturally relevant for the North American culture.

 

The campaign recognized the swagger, the brashness, the authenticity and individuality of Americans by celebrating the hard fought stories of strength and character that the face bears witness too.

 

The campaign was launched across all channels and led to a published book that's the visual documentation of how far society has moved towards a more tolerant interpretation of masculinity.

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Impact

For the first time ever Braun's dry shave share grew by 0.6 pts VYA, while retail sales increased and continued to rise across quarters. This represented the first top-line and bottom-line growth since the Braun acquisition.

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