Braun targets MTV generation

Electrical manufacturer Braun is set to launch its first assault on the youth shaving market with a Europe-wide initiative in conjunction with The Works. The launch will involve a major promotional campaign on MTV.

Braun’s next venture will be an opaque purple or blue electric razor called the Pocket Twist, designed with a view to generating sales from a much younger market which the manufacturer says currently prefers wet shaving.

“It [the razor] is what we term an entry priced razor, retailing at about £12 or £14. It is an affordable alternative to wet shaving,” says The Works account manager Jo Mathews.

Next month the Gillette Group subsidiary will unveil a youth-oriented version of its logo for a major MTV promotion. This will also include point-of-sale material designed by The Works. The Pocket Twist is also emblazoned with the Braun and MTV logos.

In the UK, the German electrical manufacturer will launch in-store promotions at Argos, Boots and Sainsbury’s using work by the group. These will feature an MTV T-shirt offer.