Wilkinson Sword’s has unveiled its latest Quattro campaign starring British boxer Anthony Joshua.
The campaign is part of the brand’s Blade Masters platform, which first launched in 2024.
Titled ‘Protect What’s Important’, the marketing drive reflects the idea “that confidence comes from protecting what matters the most”. In the campaign Joshua discusses his self care routine and the importance of having the right equipment to before at his best.
Joshua said: “Confidence is key to having a champion’s mindset, but it has to be built on something. For me, confidence comes partly from doing the work and sticking to your routine and your goals.
“Wilkinson Sword is a legendary brand and I really connect with its Blade Masters identity. It is defined by its mastery, and I like to think I’ve dedicated the same discipline towards my own craft.”
Marketing director at Edgewell Personal Care Jonathan Norman added: “Anthony Joshua is a natural fit for Quattro and for Blade Masters. He represents discipline, precision and confidence, which are qualities that sit at the heart of this campaign and the new Quattro range.
“As we build on our heritage and expertise in blades, this campaign brings to life the protection, performance and confidence that Quattro delivers.”
Euan Condron, senior brand manager at Wilkinson Sword said: “It started with the role Quattro can play in people’s everyday routines and the fact that protection is still one of the clearest unmet needs in shaving. We set out to take a common problem shavers face and express it in a way that felt more relevant and engaging.
He explains that Joshua was a “natural fit” for the marketing drive because he understands the importance of discipline, preparation and routine.
He says: “The partnership allows us to connect the product story to a broader mindset people recognise.”
“I think it helps make Quattro feel more relevant and more meaningful in a modern grooming context. Rather than talking only about product features, it links those benefits to things like confidence, preparation and self care, which are much closer to how people actually think about their routines. The aim is not to reinvent what Quattro stands for, but to express it in a way that feels more current.
The brand measures the success of the campaign by whether it gets noticed by consumers and helps Quattro “stand out”. Another metric Wilkinson Sword uses is sales and “retailer momentum”.
He says: “For us, the real test is whether it has an impact on how often Quattro is considered and chosen, and ultimately how strongly it competes in the market.”
According to Coudron, the marketing drive fits “naturally” with the direction Edgewell Personal Care has been taking the brand in.
He says: “Through Blade Masters, we’ve been working to build a more modern, confident expression of the brand while still staying rooted in what gives it credibility, which is deep expertise in blades. Anthony Joshua helps us continue that in a way that feels authentic.”
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