Superniche: Panasonic shaver

Panasonic is a leader in consumer electronics, but a challenger brand in personal grooming. Previous initiatives for Panasonic shavers in Canada have focused on retail POS support and PR initiatives, such as events and contests. While successful, reach has been limited.

Panasonic is a leader in consumer electronics, but a challenger brand in personal grooming. Previous initiatives for Panasonic shavers in Canada have focused on retail POS support and PR initiatives, such as events and contests. While successful, reach has been limited.

Research found that women were purchasing the products as gifts for men. This suggested targeting a female 35+ demographic,

counter-intuitive to the male category target. Further exploration revealed that women can’t tolerate the stubble left around the sink after men shave. Mississauga, ON.-based Panasonic Canada chose to focus holiday advertising around the stubble-eliminating HydraClean system featured on several models, and support it with a national awareness initiative. The W/Corus team came up with the tagline ‘The gift from you to him, for you.’

The plan by Toronto’s Genesis Vizeum included 30-second brand-sell spots and 15-second contest spots, a microsite with a shaving quiz as an entry mechanism and online assets that ran across the W site. Contest entries far exceeded expectations, with over 66% of visitors to the microsite submitting their information, and provided a database for Panasonic to target this demographic in future.

Credits

Panasonic Canada: Wanda Day, assistant communications manager; Denise Charlesworth, advertising and PR manager

Genesis Vizeum: Azim Alibhai, group director; Elizabeth Brennan, media manager; Jennifer Prsa, planner/buyer

W/Corus: Meera Solanki, account manager; Marissa Hollis, account executive; Louise Hotrum, Jacqueline Vong, PMs; Odona Jong, interactive PM; Jim Marshall, writer; Robert Deleski, producer; Chris Marshall, CD; Sadia Butt, production manager; Julia Madill, animator

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Introduction

Superniche

The book of Dove

Nike Air Force

Campbell’s Chunky Soup

Toyota Highlander

Over the top

Sprite

Johnnie Walker

CTC

On the fly

Quaker Oats

Audi Q7

Cheap as chips

Audi R8