Philips Personal Care: Designed to play

This case study describes how Philips, an electronic shavers brand, used a combination of video stories to launch a new product and increase relevance amongst men aged 15-25 years in France, the Netherlands and Germany.

Philips Personal Care: Designed to play

Campaign details

Client: Philips Personal CareBrand: Philips Agency: Ogilvy DüsseldorfCategory: Product/Service LaunchCountry: Germany

In 2012/13, hipsters were killing the shaving business; smooth-shaven was no longer the norm. This trend was causing heavy losses in the Philips electric shaving category across established Philips European markets including Germany, France and The Netherlands. Despite the fact that the number of consumers who grow and style their facial hair has increased over the past couple of years, growth within Philips' established electric male grooming category (shaving & grooming/styling) had...

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