Philips - Girl power: how a female robot grew sales for the Philips MSS shaver

By 2007, Philips Moisturising Shaving Systems (MSS) were struggling, with blade shaving establishing itself as the norm for a new generation of shavers across the world.

Philips - Girl power: how a female robot grew sales for the Philips MSS shaver

Andreas Moellmann, Sarah Carter and Les Binet – DDB UK

INTRODUCTION

Many famous IPA papers have demonstrated the power of emotional, brand-building advertising. Think of PG Tips, BMW, and Orange – campaigns that built sales over many years.

This paper shows something different: how emotional advertising can also produce dramatic sales effects over a much shorter period. We show how a brand defied product-focussed market conventions, bravely switching to much more emotional communications.

Then, for the first time in an IPA paper, we use fascinating...

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