Wilkinson Sword has unveiled new brand positioning – ‘The Blade Masters since 1772’ – and  packaging for its portfolio.

Hoping to overcome the decline of the razors and blades category, Wilkinson Sword is aiming to recruit more men and encourage them to shave more often.

A humorous physical personification of the brand, The Blade Master, will be introduced for the first time this summer in a new above-the-line advertising campaign to break the inertia and inject fun into the category.

In store, Wilkinson Sword will be transforming the men’s shaving fixture with new packaging to focus on the category’s key performance driver – the blade. It will be using the rebrand to promote its Hydro range, which pioneered skin care in shaving.

Brand manager at Wilkinson Sword Euan Condron said: “Men’s shaving needs a rethink and the category is never going to grow if we maintain the status quo. As the longest-standing brand in the category, no one knows blades better than Wilkinson Sword and so we feel a sense of responsibility to intervene and do something different. This rebrand is the most significant in our 250-year history and we have taken the brand in a bold new direction we feel confident will re-engage younger consumers and facilitate long-term, sustainable growth.”