The baby clash insight proved itself to be a massive weapon of engagement and offered the opportunity to give a unique role to the Quattro Titanium razor. After the birth of the first baby, the woman often focuses her attention on the newborn. The man has the feeling to be a little abandoned.

Our twisted interpretation: It is because the baby has a softer skin than his father. Our idea: present the Quattro Titanium as the ultimate seduction weapon for men, offering a skin as soft as a baby’s. Father and son are now able to fight on equal terms to get the mom’s kisses! The game concept was based on videogame references meaningful to the target: a funny fight between a father and his son reminding mythical games such as Streetfighter, Double Dragon.The trailer which explained the scenario urged consumers to download the game on www.ffk-wilkinson.com.

The buzz and massive free PR generated by the concept Fight For Kisses were equivalent to 12 times the media budget invested on the operation.

- Website visitors: 10.900.000 coming from 220 countries (between September 10th and December 12th 2007 / source: Google Analytics)- 400 000 downloads of the advergame.

- 6 millions views of the Trailer on youtube and dailymotion - 5000 French and international blogs enhanced the campaign- Massive free exposition on national TV (TF1, Canal +, LCI, BBC…), press (20 Minutes, Metro, Les échos…) and national and international radios (France Info, Europe 2, BBC…).- On the business side, Wilkinson gained 5.4 points of share of market (volume) on the disposable segment and became the new segment leader.