King of Shaves (KoS) has signed Chelsea and England star John Terry to be the face of the brand as part of a major marketing push.
KoS has struck a two-year, “seven-figure” deal with the 26-year-old defender, which will see him feature in advertising in the build up to this year’s World Cup in Germany.
The news comes as KoS gears up for its first ever TV ad campaign, due to break next month across terrestrial and satellite networks.
Developed by London-based agency Big Communications, the campaign has been built around the strapline “To Be A King”, and will also play in cinemas and be available as a podcast.
The first execution features an unknown actor, but KoS is planning to use Terry in later executions during the summer to capitalise on his status as an England player.
KoS founder Will King describes Terry as the “king of the King’s Road”, and says he was a natural choice for the brand. He adds that, as a hotly tipped future England captain, Terry is ideal for a campaign that will focus on encouraging people to be the best that they can be. The signing marks the latest phase of King of Shaves’ aggressive expansion plans. The brand is currently second in the UK’s pre-shave market, behind Procter & Gamble’s Gillette, and third
in the UK skincare market, behind Nivea’s Beiersdorf and L’Oréal Paris’s Men Expert, according to figures from research company Euromonitor.
There is also industry speculation that the new ads may feature the first King of Shaves razor.