Wilkinson Sword special build shows off product function
Wilkinson Sword and VCCP Media have unveiled an out-of-home special build at the London Westfield shopping centre.
To promote the Intuition 2-in-1 razor’s built-in shaving foam function, the execution depicts a 3D razor head that oozes foamy suds once an hour.
The approach of using experiential to spotlight a product function is a first for the brand.
The “Just Add Water” campaign also encompasses large-format digital OOH activity at Westfield, as well as posters across 75 sites in London and eight shopping centres nationwide, including the Manchester Arndale and Birmingham Bullring, that are near Boots locations. Creative was by Recipe.
Furthermore, paid social activations across Meta and TikTok explain the razor’s design in more detail.
James Shoreland, CEO at VCCP Media, said: “‘Just Add Water’ was a gift to execute. The implicit ask was to demo the product in a way that stopped people in their tracks. What better way to do this than by creating a giant, foaming razor head and sticking it on a billboard?”
Christina Bouzala, head of brand, Intuition, at Wilkinson Sword, added: “Focusing on building content that entertains and adds value to potential consumers means that creativity acts as a differentiator in this era where other brands are struggling to get their message though.
“Our concept is simple, based on true consumer insight and the execution is amazing, proving that impact is still achievable nowadays.”