Project Details
Name
Sector
Project Request
Lord Blades
FMCG – Personal Grooming
Reposition itself in the market, and reconnect with a younger male audience (18–30) through an influencer and ambassador-driven campaign.
Founded in 1930, Lord Blades stands as one of Egypt’s oldest and most established razor manufacturers — known for their razor-sharp precision and consistent quality. However, over time, the brand’s heritage image began to fade as Gillette and other global competitors took control of the category through modern branding, emotional storytelling, and celebrity endorsement.
Project Details
Name
Sector
Project Request
Lord Blades
FMCG – Personal Grooming
Reposition itself in the market, and reconnect with a younger male audience (18–30) through an influencer and ambassador-driven campaign.
Founded in 1930, Lord Blades stands as one of Egypt’s oldest and most established razor manufacturers — known for their razor-sharp precision and consistent quality. However, over time, the brand’s heritage image began to fade as Gillette and other global competitors took control of the category through modern branding, emotional storytelling, and celebrity endorsement.
THE CHALLENGE
Despite strong product credibility, Lord faced three key obstacles:
- Perception Problem:
Consumers viewed Lord’s blades as too sharp, often linked to cuts and marks — turning its key strength into a perceived flaw. - Market Positioning:
In stores, Lord’s products were often found near gum and chocolates at cashier counters, while Gillettedominated premium grooming aisles with sleek displays and celebrity presence.
Cultural Challenge:
Gillette owned the “status” narrative — seen as aspirational and polished. Competing head-to-head with the same audience was commercially impossible.
The question became:
How can Lord compete without imitating?
How can it win not by being gentler — but by being truer to what Egyptian masculinity really represents?
Insight
Our ethnographic and psychographic research revealed a deeper layer of masculinity in Egyptian society. Lord was most frequently used within military and police academies, where young men are conditioned to be disciplined, resilient, and unyielding. There, shaving is not self-care — it’s ritual. A clean shave becomes a daily exercise of control, precision, and toughness.
Psychologically, this linked directly to the “alpha male” archetype — the man who commands respect through discipline and dominance.
Supporting market and cultural analysis revealed that:
- 52–54% of Egypt’s population is male, representing a vast potential market.
- 60% of Egyptian men are perceived as “sharp-blooded” — embodying traits of toxic masculinity, dominance, and emotional restraint.
- Social media behavior (especially in private female groups and relationship discussions) revealed how “toughness” and “harsh masculinity” are both criticized and culturally normalized.
This uncovered a powerful strategic truth:
Instead of resisting the cultural codes of masculinity, we could own them — turning “sharpness” from a product flaw into a symbol of dominance and manhood.
Core USP
- Sharpness: unmatched precision — a shave that cuts clean and deep.
- Affordability: 60% cheaper than Gillette.
Lord Blades combine extreme performance and authentic accessibility — a blade for men who value strength over status.
STRATEGIC SOLUTION
We reversed the narrative.
Instead of softening the brand, we amplified its edge.
Strategy: Sharpness = Strength.
We embraced the cultural language of Egyptian masculinity — linking toughness, boldness, and precision to Lord’s product truth.
Creative Positioning:
“Lord isn’t for everyone. It’s for men who can handle the sharpness — because real men are sharp.”
This strategy celebrated the unapologetic confidence of the Egyptian man — turning Lord into a statement of identity rather than a commodity.
CAMPAIGN ROLLOUT
Campaign Title: “لورد… للرجالة” / “Lord… Simply for Men”
Creative Rationale:
In a world where other brands tell men to “be complete” or “add something extra” (like Gillette’s “The Best a Man Can Get”),
Lord refuses to flatter. It declares:
“Real men don’t need help proving who they are. Real men are sharp enough.”
Digital Execution:
Brand Ambassadors:
We selected Egyptian icons known for embodying strength, discipline, and dominance:
- Ahmed El Awady – discipline and grit.
- Mohamed Ramadan – unapologetic power and attitude.
- Ahmed El Sakka – legacy of toughness and resilience.
Influencer Strategy:
We expanded into fitness and grooming communities by collaborating with influencers known for their masculine persona and physical discipline:
- Captain Mekawy
- Youssef Hashish
- Khaled Jawad
Their content revolved around the daily ritual of shaving — a symbol of readiness, power, and self-command.
Results
- Shifted perception: from “cheap and aggressive” to “authentic and masculine.”
- Digital relevance regained: massive engagement within the 18–30 male segment.
- Cultural conversation ignited: sparked online debate on Egyptian masculinity and authenticity in grooming.
- Brand recall uplift: 42% higher recall in post-campaign surveys among urban men aged 18–30.
Strategic Takeaways
- Reframing product flaws as masculine virtues can reposition heritage brands with cultural precision.
- Cultural truth always wins over corporate polish.
- In markets driven by identity, owning the archetype (rather than imitating global norms) creates authentic brand dominance.
- Lord didn’t become Gillette. It became Lord again — raw, real, and razor-sharp.