Celebrating
250 Years.

The Challenge

Only a tiny number of brands really stand the true test of time so when Wilkinson Sword entered their 250th year, we knew we needed something BIG.

The Insight

For 250 years, Wilkinson Sword has been there, helping prepare guys and girls for the moments that really matter. Whether it’s sharpening men’s style or taking care of the little things so that our ladies can focus on the big things. We have always been there.

But our guys and girls are individuals, people that choose their own way, so we needed an on-pack offer with individuality, diversity and variety at its heart and with enough impact worthy of a 250-year brand milestone.

The Action

The brand’s biggest ever on-pack giveaway with over £250,000 worth of prizes up for grabs.

Prizes changed every day to reflect the diverse and independent attitudes of our audience. Dramatic on-pack graphics highlighting the changes in style and dramatic in-store displays allowed for retailer exclusives.

The Results

Our standout promotion ran on 676k on-packs nationwide.

The campaign received over 22.7K entries in 12 months with a 3.4% entry rate (total entries).

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The Taste of Adventure