Park Av­enue

Point of Purchase - - CON­TENTS -

Park Av­enue has come up with this unique ini­tia­tive at re­tail to po­si­tion its shav­ing ra­zors’ pro­cool­ing strips. The brief to Publi­cis In­dia which did the cam­paign was to show the cool­ing ef­fect of Park Av­enue’s shav­ing blades in the fresh­est and most in­no­va­tive way pos­si­ble. The agency ze­roed in on air con­di­tion­ing ducts. That is, cut- outs of the han­dles of shav­ing ra­zors were placed and mounted next to the air con­di­tion­ing ducts on the ceil­ing giv­ing the im­pres­sion of a ra­zor and con­vey­ing the cool­ing ef­fect of the prod­uct. The big­gest chal­lenge for the agency was to make the brand stand out amongst the sea of estab­lished men’s groom­ing brands like Gil­lette or Old Spice. The idea seems to have achieved the de­sired ef­fect hav­ing trig­gered enough shop­per cu­rios­ity which nat­u­rally trans­lated into sales. Re­port­edly the ra­zor sales went up by 23%

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