Wilkinson Sword Free Shave

After the success of last year’s “No More Hairy Moments” campaign with Wilkinson Sword, I was excited to dive into their next big activation with Morrisons. For the first time, Morrisons More Card holders could claim a free razor, either a Hydro 5 from the men’s range or the Intuition Moisture from the women’s range.

This exclusive free offer was new territory and needed to stand out on shelves. Since the promotion couldn’t be communicated on pack, the in-store assets had to grab shoppers’ attention and encourage trial in a category driven by routine buying and brand loyalty.

I designed each piece of the in-store collateral, including fully branded shippers, co-branded floor stickers, barkers, and hanging flags. Each element worked together to visually connect Wilkinson Sword and Morrisons while clearly highlighting the free razor offer.

Alongside radio scripts for a multi-channel approach, the in-store presence played a key role in engaging shoppers at the point of purchase.

Watching the campaign roll out across Morrisons has been incredibly rewarding. Making products stand out in a busy environment is always a challenge, but with a strong creative partnership and attention to detail, I’m proud of how the campaign came together to help Wilkinson Sword sharpen their edge with shoppers.