King of Shaves Azor & Beanius. We're going to rock the world of shaving & music!
Marketing experts in the UK are wondering exactly how our King of Shaves Azor can take on Gillette Fusion with one millionth-squillionth of the spend. Well, one thing's for sure, it's not by doing things conventionally (doh!). And it's not by having a group of crocked or waning champions on our books either...
You can read an article on what one of the UK's leading marketing magazines thinks about our chances here.
The thing about 'conventional' is "that's how things have been done". Note the have. Not will. Not necessarily the best (Good old Lord Levehulme's advertising adage is in rude health).
Well, I've blogged about our Facebook 'Slingshot' campaign, that only I know the true number of ads, and the spend behind them. We've done our "fair shave" manifesto launch and the campaing BattleBus engine's ticking over, ready to hit the road shortly. We've done our first 'ultimate close shave' - the skyshave and are planning more. And we've run some 'shaving software' adverts in the weekly & monthly men's press.
But now it's going to get serious. Because in a few days, the Azor will move from 'soft-launch' at Sainsbury's to a full blown market launch backed by one of the UK's biggest and best retailers.
Who? When? To what extent? What sort of promotions? Why will it work? All these questions and more will start to become evident as our King of Shaves Azor continues to deliver a superlative performance as a product, but also marks itself as a brand that's "About YOU, not THEM". If you kick your day into play with the King of Shaves, where could YOUR life take YOU?
And that brings me to Beanius. Alternative rock may not be your thing. You may be an Abba addict, a Disco diva or simply enjoy listening to popular music. Who knows. But there is one thing about music, and Madonna sang about it on a track some years back, on her track "Music" - it brings people together. Well, Beanius are about "Music" combined with another song of hers, "Jump".
And why am I involved with Beanius. Well, their founder, Matt Bean works for me (his 'day' job is sales support executive), and he and his band (including his brother, drummer Doug, Scott Evanson, vocals and John Scott, Bass) are pretty damn good, and i thought "Well, Will - you always fancied being involved in music, dreaming of being on that yacht with Simon le Bon singing Rio, so why not do the next best thing, and launch, and maybe help manage a talented band... After all, if you wanna be a rock star, gotta shave like a King". Difficult? Sure, but hey - I'm taking on Gillette! Difficult is relative.
Madonna. 'Music'. 'Jump'. Beanius. The last British band that started with a B, ended with an S, had seven letters and comprised four members did rather well. Matt, Scott, Doug, John - let's Rock. Cue John Tracy, the debut single from their forthcoming album, 'The Folly of Five'.
Beanius. Never more than 4.
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