King of Drinks

Rosie Baker is Marketing Week’s specialist on sustainability and retail.

Word on the street, well Twitter, is that Will King, the founder of the King of Shaves male grooming brand, is looking to launch a drinks brand, with a CSR bent.

What this means in real terms I’m not sure. King of Beers? King of Juice? King of Fizzy Pop?

It seems as though the brand concept and strategy  is already formed – including a slogan – and is just awaiting interest from the drinks industry to put it into action.

It might seem an incongruous leap from male grooming to drinks, but a strong brand idea is a strong brand idea in whatever category.

King of Shaves is a challenger brand that’s gone from strength the strength in the UK. It spawned the women’s shaving range Queen of Shaves, which is the only real competitor to Gillette and Wilkinson Sword in the women’s market.

King also launched spin off male grooming brand Kings 1965 in partnership with Boots, earlier this year.

If King’s drinks brand ever comes to fruition I’ve no doubt that it will give the bigger brands a run for their money just as King of Shaves has done in its segment.

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