Watch: King of Shaves' Will King gives impromptu shave to Direct Line Group marketer

King of Shaves' founder Will King is known for being a passionate advocate of his products - but few would expect him to go to the length of giving a spontaneous demonstration of the brand's latest razor in a restaurant.

However, Direct Line Group head of marketing Sam Taylor was the courageous volunteer who allowed himself to be shaved at the dinner table, at an 'Innovation Dinner' hosted by PR agency Propeller.

King introduces the video by suggesting Taylor is taking his life into his own hands. After being questioned on the shaver, which does not require shaving gel, King says it is part of the company's "disruption strategy".

No marketers were harmed during the making of this video (as far as we know).

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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