J Walter Thompson has created a TV, print and outdoor advertising campaign for the European launch of Wilkinson-Sword’s Quattro razor in September. The campaign is expected to use the tagline ‘Get ready’ and to emphasise the closeness of the shave.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.