Wilkinson Sword gives Quattro razors 10m push

Wilkinson Sword is launching a £10m marketing drive behind its Quattro razors. A television campaign, created by JWT London, will break imminently.

The first execution will support the men’s razor Quattro Titanium Precision, which was launched in January, It will run for the first time this weekend. The second, featuring the Quattro for Women, will debut in April.

The ads use contrasting images, intended to reflect what the company calls “the process of transformation” brought about by shaving. Dark and oppressive scenes are “shaved away” to reveal light and natural landscapes. The ads use the new strapline: “Free Your Skin”.

The integrated campaign, with media planning and buying by Mediaedge:cia, will also run across print and outdoor sites and will include a sampling drive.

The company says it intends to raise awareness of the Quattro brand with the campaign and build on the success already seen by the Quattro for Women range, which has seen sales grow by 30% year-on-year to the end of January.

Wilkinson Sword refers to the second quarter of the year as the “key” pre-summer trading period. The company is set to take on rival Gillette, which launched a new advertising campaign in January featuring Tiger Woods, Thierry Henry and Roger Federer.