SHAVE HAPPY, ENJOY LIFE.
TL;DR: Make a retro brand relevant by aligning it with with happiness.
As you’ll undoubtedly know - King of Shaves turned 30 last Thursday, a wonderful day to mark our third decade of ‘shaving lives’. What you won’t be aware of, was that the overall brand/advertising creative, strategy wasn’t ‘quite’ finished - as “Z” the amazing creative I was working with had asked for an extra week to finesse his final deck.
Yesterday we spent an hour on the zoom, recording the session as he presented to me how we can reboot King of Shaves, make my 90’s retro brand relevant in the 20’s.
Much has changed in 30 years for us, the major challenge being that men simply don’t shave (much) anymore. In the 90’s,95% of men were clean shaven; today, maybe 40%. When your brand is called King of Shaves that’s a challenge.
“What’s King of Shaves’ WHY?” I’d be repeatedly asked by people close to me - “Why should I buy KoS? An easy question to answer in the 90’s - our products and formulations helped lessen, or prevent razor burn, rash or pain - especially our Original shaving oil, our first product. Nowadays, razor blade technology - grinding, coating et al - is much better, so our point of difference was lessened. I believed we were still the ‘King’ of shaves - the world’s best shave - (but not by as much as we were).
In September, I invited Bryn Walbrook over for a Sunday Roast on my houseboat, he’d worked with my team and I on the above & beyond micro-plastic free lifetime use refillable lip balm brand. We discussed (over many beers!) my challenge - to make my retro (never heritage) relevant to younger consumers, but not alienate older ones.
Over the next few months - in fact - up until late March (cutting it a bit close Will!) I still wasn’t 100% clear whether we could reunite a brand born in the fun 90’s with the tough 20’s.
As always, when the deadlines get closer - the creative juice gets more concentrated - and the nights (mornings) longer.
Yesterday, was the day when it all aligned - not just the singularity of purpose - but the many layers of assets that need to come together to build on the foundations, give it cut through, personality, relevance - desire - want to buy - after all, my mission is to get men shaving again (like they used to), and with us - not our competitors - especially Gillette!
And that’s how I signed off on our new slogan:
“CHOOSE KING OF SHAVES, SHAVE HAPPY, ENJOY LIFE”
Although this may seem ‘simple AF!’ - to bring it together, in the way “Z” and I intend, not so easy. Will we get it right?
The clue’s in my insta bio “Raves Hard, Shaves Happy, Enjoys Life” - my brand ‘Kicks my day into play” for me when I use it -not daily - but regularly - and I hope if you buy us and try us it does the same for you.
Go on! Choose us! Shave happy! Enjoy life! Especially if you’ve got a beard! You don’t know what you’re missing!
#KingofShaves #KingofShavesHappy #ShaveHappy #EnjoyLife