To challenge perceptions about shaving with a disposable, Wilkinson alongside Mediaedge:cia established a competition to find Britain's most extreme shaver. A combination of off and online activity was used to engage the core target group of "student guys" and gave them creative licence to interact with the brand. This included a dedicated microsite, hosted by Monkey and sampling activities in gyms. The campaign restored Wilkinson Sword to its number 2 spot in the disposable market and shifted perceptions amongst the target audience, with 19 000 re-purchases post-campaign. Find out more...

Wilkinson Sword aimed to adjust the consumer perception that a disposable razor produces a poor shave and to give the Xtreme 3 brand a new lease of life.