The agency, already on the Wilkinson Sword roster, has been appointed to handle the launch of Quattro, the four-blade razor that has been devised to compete with Gillette's Mach 3 Turbo razor. Perspectives pitched against one other agency.
The below-the-line activity will support a major above-the-line campaign through J Walter Thompson that breaks early next month.
The bulk of Perspectives' work will start in the new year with a sampling campaign designed to get the product into consumers' hands. In-store activity and on-pack promotions will follow. The latter will enable Wilkinson Sword to capture data on Quattro purchasers.
Wilkinson Sword will also leverage its sponsorship as the official male grooming partner to Manchester United as part of the campaign.
It hopes the Quattro will challenge the dominance of Gillette's Mach 3. In an on-going legal wrangle, Gillette claims the Quattro has copied its patented technology.
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