The agency has been briefed to create an integrated brand strategy for E-razor, which is attempting to gain ground on products such as Philishave, the electric razor brand owned by Dutch rival Philips. Part of the strategy will be an emphasis on building the brand's UK profile.
It is due to launch early next year, and will include advertising, PR, interactive promotions and association with extreme sports events.
A Braun spokesman said the intention was to target a similar audience and use a comparable strategy to the way Red Bull had built its UK market share.
The E-razor range includes a Pocket Twist model, aimed at first-time shavers, and Shave & Shape, which is a combined beard-trimmer and shaver aimed at young consumers who want to style their facial hair.
"We want to 'do a Red Bull' by tapping into our target market, and 180 is the perfect agency to help us achieve this," said the spokesman
Braun aims to give E-razor a much bigger UK profile by securing wider distribution among consumer goods retailers from next year. The range is not broadly available in this country and has never been backed by dedicated marketing activity. But it does have a major presence in other European and international markets.
The agency, whose clients also include Adidas International, Schweppes and Dunlop Tyres, will work on the project alongside French sports marketing agency Saga. Extreme sports such as snowboarding and base jumping have become increasingly important vehicles in recent years for advertisers looking to attract style-conscious youth audiences.
Two weeks ago, Braun's parent company Gillette confirmed the appointment of WPP-owned MindShare to handle its global media planning and buying account, worth around £384m (Marketing, October 3).
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