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


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands