King of Shaves readies first TV campaign

Shaving firm King of Shaves is to launch a £1m television advertising campaign following the funds raised through the issuing of “shaving bonds”.

The campaign, created by Hooper Galton, breaks 29 September and will push the shaving company’s Azor razor.

The 30-second animated ad tells the story of the ‘The Evolution of Modern Shaving’ and shows Charles Darwin evolving into a clean shaven modern man.

The campaign, its first on TV, follows the issuing of shaving bonds in June to raise funds in order to gain ground on rivals Gillette and Wilkinson Sword.

The company says the £500,000 minimum amount to be raised over a six week ‘opportunity to invest’ period was “comfortably” exceeded within the first 48 hours, with over 300 bond holders investing an average of just under £3,000 per person by the time the bonds offer closed.

The firm has been upping its marketing effort this year with the launch of its first national campaign in April. .

King of Shaves says the funds raised will help fund future marketing activity “as well as funding the global expansion of the brand”.

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