Braun – CruZer3 and animal on the road

Braun's CruZer is a shaver that also trims and styles, and is aimed at the youth market, in particular freesports enthusiasts, to whom creating an individual, unique look and standing out from the crowd is particularly important.

Braun – CruZer3 and animal on the road

Agency name: SMP Client name: Procter and Gamble UK Category: Sponsorship/join Effort Country: UK


Due to the perception that dry shaving is something done by Dads, the overall category is declining 3% year on year. cruZer3 (£59.99) faced aggressive competition from wet products aimed at a similar target audience.

The cruZer is unique as it shaves, trims and styles, allowing guys to create a highly fashionable and individual facial look. However, marketing to cynical young males, who consider themselves as individuals is, as you would expect,...

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