PACIFIC SHAVING COMPANY
ad campaign
Objective
Drive sales and raise awareness for Pacific Shaving Company's Caffeinated Shaving Cream.
Background
The product's ingredients are all-natural and include caffeine. Caffeine makes one's skin look and feel healthier without causing redness or dry, irritated skin. The overall view on shaving is that it's a tedious chore. Its essentials are often expensive and most shaving cream products contain chemicals.
Strategy
Highlight its caffeine ingredient and use it as a comparative advantage to other shaving creams.
Target Audience
Millennial males ages 22-37 who live in urban areas, always on the hunt for new lifestyle products, have an active lifestyle, and value authenticity.
Art Direction + Design: Quyen Truong
Copywriting: Evan Wickersham
Create a parallel between caffeine and a cup of coffee to highlight the product’s unique ingredient. Use adjectives rich, smooth, and strong to influence coffee fans in associating Pacific Shaving Company's Caffeinated Shaving Cream with what they enjoy.
These words are hand-lettered by me with actual shaving cream on a table and then transferred digitally.
