The £85 million shaver category had been declining Year On Year at around 3%. The overall perception of dry shaving within Braun's young male audience was that it was old-fashioned - 'something your dad would do'. Braun's cruZer offered something a bit different in its looks, branding and performance, as it shaved, trimmed and styled. But it still needed to convince a highly cynical young male audience.

To generate awareness and trial of cruZer amongst the key target audience. To collect consumer insights and data in order to profile target consumers and identify relevant media for future campaigns.

At the Ripcurl Boardmasters (Newquay) and Glasgow Redbull Railstorm events SMP created a customised shaving area called the 'cruZer shave shack', which reflected the tastes of the cool, savvy, street-wise, FHM and Loaded generation we were shaving. We collected data via a free prize draw mechanic, which offered our guys the chance to win the board of their choice - surf, skate or snow - and distributed style guides to those we shaved. These events were chosen due to the high volume of trend setters attending.

12,000 consumers visited the shack and picked up cruZer literature. Data was collected from 6,000 guys who entered the free prize draw. 12,000 consumers visited the shack and picked up cruZer literature. Data was collected from 6,000 guys who entered the free prize draw. 500+ were shaved and styled. 100% of people interviewed loved the shack experience, with 70% liking it better than any other stand. 40% of consumers interviewed said they were "much more likely" to buy a cruZer having seen the demonstration.

When talking to young males do not wear a big brand hat. Young males believe they are leaders but are often followers as a result be contemporary and if necessary stretch the brand guide book rules.