China Braun: Cool Tec

This case study describes how consumer products company Braun positioned its CoolTec shaver as a interesting gadget in China, justifiying its premium price point.

China Braun: Cool Tec

Prasanna Kumar

Campaign details

Brand owner: Procter & GambleLead agency: MediaComContributing agency: ProximityBrand: BraunCountry: ChinaIndustry Shaving productsChannels used: Cinema, Internet - display, Internet - general, Internet - microsites, Internet - search, Mobile and apps, Online video, Social mediaMedia budget: 500k - 1 million

Executive summary

This case study describes how consumer products company, Braun needed to justify the premium cost of their latest CoolTec electric shaver in China, but faced a major challenge in that Chinese men don't have a daily...

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