There will be a 360-degree marketing programme encompassing PR, social, content marketing, experiential and events for the ‘Sharpen your Performance’ campaign.
It kicks off with the Euros Tournament, designed to capitalise on the demand for style tips from some of football’s leading players, whose hair Johnson cuts.
Ian Griffiths, Panasonic UK's product manager, said: "Male grooming is now a multi-billion pound industry. By teaming up with Daniel as our UK Ambassador, we’re able to reach the lads looking to emanate their favourite footballers’ style with an entry-point shaver, as well as the more mature guys looking for exceptional results from a more elite, high performance grooming system."
The brand is planning to focus on key seasons such as Father’s Day, Christmas and Valentine’s Day.
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