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...