Remington was a brand with a massive portfolio and absolutely zero brand presence. At best, people knew them for an old ad from the 70s where a guy called Victor Kiam ‘like them so much (he) bought the company’. A positioning was needed that pulled together their entire product offering, from women’s haircare to men’s shaving and everything in between.

“How the world gets ready’ was a global brand re-positioning that resonated with customers everywhere from the UK and Europe to the Far East and North and South America, increasing Remington market share consistently for over a decade.