The TV and print push, created by BBDO Düsseldorf in Germany with media by MediaCom, is the first multi-market initiative of its size by the consumer products brand, and will launch in Asia at year-end. Running in 21 markets, the campaign broke in Germany last week, and will run in Hong Kong, Singapore, Japan and Australia, as well as the US, Russia, Turkey and most of Europe. Titled 'The fascination of function', the campaign will focus on how Braun's product range, including its shavers, mixers, irons and hair straighteners, helps consumers be creative.
Four different TVCs and a series of print executions were shot by a team of directors and photographers including Marcus Tomlinson, Don Cameron, Kene Illegems, Andrew Zuckerman, Christoph Sagel, Rene Shenouda and Martin Klimas. "It is the first really big campaign in years for one of the most famous brand icons in Germany," said BBDO Düsseldorf CD Ralph Zilligen. "We are proud that this campaign was developed and will be globally rolled out from here in Düsseldorf."
The campaign launches at a time of sluggish sales for Braun. Net sales for 2005 reached US$763 million, down one per cent year-on-year. The company blames strong competition from rivals, particularly in Germany, its home market. Braun was acquired by Procter & Gamble last year as part of its $57 billion takeover of Gillette.
