Getting the Edge

I'm thinking today about something very basic: the type of shaving cream I use. And it's struck me that my entire adult life I've used the same shaving cream. Edge Gel. With the orange cap.

I've used another kind once or twice, when I had to borrow it from a roommate, or on a trip, or something. But I've never bought another kind of shaving cream.

It goes back to freshman year in college. Those little bags they give out the first week of class. They always had Edge Gel. With the orange cap. What did that program cost? A freshman in college, out on my own for the first time... And all the advertising by all the other shaving cream companies in the history of my adult life has been wasted. Because I don't think when I'm in the shaving cream aisle. I reach for the Orange Cap.

When are your customers looking to buy your category for the first time? Don't wait for them to come to you. Go find them...