The Offer: The Art of Shaving’s first national advertising campaign launched in November. It included print and outdoor spots, accompanied by direct mail pieces inviting customers to become part of the brand’s Perfect Shave Rewards loyalty program. The mail piece offered $25 off a $75 purchase, while online entrants received free ground shipping on a $50 purchase. All members could also opt in to receive news and promotions from the brand.
The Data: Users can sign up online at artofshaving.com or by sending in a sign-up form included in the mail piece. The data collected includes name, e-mail address, age and location.
The Channel: Print ads for the Procter & Gamble brand appeared in men’s lifestyle magazines, while outdoor ads appeared nationally in locations that included New York’s Grand Central Station.
The Creative: Using the tagline “Welcome to the Brotherhood of Shaving,” images and copy highlight the role that high-quality products play in a man’s lifestyle and in getting a better shave. BBDO New York handled the creative work. Ads are lighthearted and instructional and remind men not to compromise their appearance or skin.
The Verdict: The visible reasons to join the program are vague: Saving $25 after spending $75; access to promotions; and “exciting news and updates.” What news can there be in the world of shaving? The tagline I liked best was “Welcome to a Brotherhood of Shaving.” The materials could explore this theme more deeply. For example, the team could have shown other members in order to demonstrate there was something of which to be a part.