Sri Lankan Shaving Cream…

After 7 blissful days in Sri Lanka, I’m back in the land of high speed internet connection. Foregoing the delights of The Fortress for the charm of the Holloway Road may take a few days to get used to…but as the old adage goes…”there’s no place like home”…

It was definitely  a trip for relaxation and I only ventured from the hotel perimeter a couple of times for bare essentials… namely, curry on the beach and some shaving foam! Getting away from home always offers the opportunity to make comparisons between things that we frequently don’ think about… Just picking up some shaving foam raised quite a few interesting thoughts (interesting for me anyway!)

Here is a picture of the shaving ‘foam’ in question. I was concerned that my English had been misunderstood and that a cure for five o’clock shadow had been mixed up with a form of erectile dysfunction (well, if it’s good enough for Pele!).

 

'A Vigorous International Masculine Fragrance'

'A Vigorous International Masculine Fragrance'

 

 

Fortunately, despite the bizarre name of ‘morning pride’, this turned out to be a very premium shaving cream for about a 50th of the price of designer shaving creams you might pick up in London. I loved the description on this cream…

‘A vigorous international masculine fragrance……Morning Pride-The easy way to look better!

The use of the word ‘international’ was interesting – the yearning to be as western as possible prevalent in all the communication I saw for every product in Sri Lanka. In fact, every advertisement featured very western looking people. The use of the term ‘masculine’ was in direct contrast to the Metrosexual advertising that we see for products such as these. Very much in keeping with the ‘Old Spice’ advertising of yesteryear. 

Whilst ostensibly quite old fashioned in many ways – it was quite interesting to note that visually there was no image of a man shaving…or shaving foam…or any real reference to the act of shaving. instead, there was simply the face of a clean shaven man. This focus on the emotional reward of the cream demonstrated a product truth and was in many ways far more sophisticated than the traditional product descriptor that I would have expected.

The most interesting element of this shaving cream though was in the small print. At the end of the tube was details of the products marketing. This product was marketed by

‘J L MORISON SON & JONES (CEY) LTD 620, Biygama Road, Pethiyagoda, Kelaniya, Sri Lanka

This was different from the manufacturers name and address and got me thinking about what would would happen if this was the case in the UK. Can you imagine every Lynx can featuring the name of BBH…or bottles of Smirnoff featuring JWT’s name? Imagine if a client lost an account and their name was still on 1,000,000 products. Would you see cases of agency loyalty play a part in consumer decision making? And would an agency suffer if there was a scare on a product that they had developed a campaign for. Quite a few interesting thoughts to be had…

Advertising spaces were the other big difference. People had erected huge wooden boards along the roadside with mobile phone numbers (including English ones) scrawled across them that invited people to call if they wanted to use them for advertising. It was quite an entrepreneurial approach and got me thinking about how this could work in the UK. Think of all the people who own properties on busy thoroughfares in densely populated areas of London. It would be interesting to see if there was an opportunity whereby people could sell the use of the sides of their houses, the walls of their houses etc as advertising spaces. These guerilla advertising spaces could provide people with additional streams of revenue for no work…all for a fraction of the cost that the likes of JC Decaux etc charge…

It just shows that wherever you are in the world, there are nuggets of ideas that can be relevant to what we do…

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One thought on “Sri Lankan Shaving Cream…

  1. OMS. ABDUL KADER says:

    IT IS SHAVING CREAM THAT DOES NOT NEED A BRUSH FOR FOAMING

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