Wilkinson Sword has chosen Activation to create their in-store activation campaign for 2023.

Wilkinson Sword is an iconic British brand with a heritage spanning over 250 years, and the agency was thrilled when the brand decided to move forward with their striking campaign idea, “No More Hairy Moments”. The campaign launches in stores in January 2023, after extensive development through 2022, and will run throughout the year.

The “No More Hairy Moments” creative platform is purposefully bold, brave, and disruptive to seek attention when it matters. Its goal is to make Wilkinson Sword relevant in situations/events where they would not generally be linked and stand out in these moments in stores.

The creative is unlike anything the brand has done before. The goal is to draw customers’ attention both in-store and online, encouraging them to purchase Wilkinson Sword products and enter the promotion.

This year-long campaign will come to life across many key seasonal events, including valentines day, Easter, Halloween and more, across multiple retailers. Each activation highlights a ‘hairy moment’ that the customer might want to escape from and Activation has partnered with travel brand Secret Escapes to provide the perfect prize.  Each activation offers up to 5 entrants the chance to win £1,000 worth of Secret Escapes credits to plan their ideal escape.

The campaign kicked off in ASDA stores where customers have the opportunity to escape the New Year’s resolutions. ASDA shoppers can see the campaign both in store and online and enter the competition via www.asda.com/win. Future activations will be available across the major grocery and high street retailers so keep an eye out!