King of Shaves hires John Ayling

John Ayling & Associates has been appointed to handle media planning and buying for men’s shaving and skincare brand King of Shaves (KoS).

John Ayling & Associates has been appointed to handle media planning and buying for men’s shaving and skincare brand King of Shaves (KoS).

The agency’s first task will be the new “To Be A King” ad starring England and Chelsea footballer John Terry, who was signed to be the new face of the brand in a two-year, seven-figure deal six weeks ago (MW April 27).

The first ad featuring Terry, created by Big Communications, will break on www.be-a-king.com at 9am tomorrow (Friday), the first day of the World Cup. It will appear on terrestrial and satellite networks, and in cinemas. There will also be press and an online game, John Terry King of Defenders (www.kingofdefenders.com).

Ads using the same strapline are already running, but feature an unknown actor instead.

The brand is second in the UK’s pre-shave market, behind Procter & Gamble’s Gillette, and is third in the UK skincare market behind Beiersdorf’s Nivea and L’Oreal Paris’s Men Expert, according to research company Euromonitor. There is also industry speculation that the new ads may feature the first KoS razor.

In the autumn, KoS is expected to launch a new men’s toiletries and skincare range, K5, which the company plans to market as being perfect for use with Gillette’s new five-bladed razor, the Fusion.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here