Tom Daley is the first man to front a Superdrug campaign as he takes his new role as Male Grooming Ambassador.
Traditionally, when celebrities have acted as the face, or legs, or—and I’m thinking of Kim Kardashian for the Atkin’s Diet here—bum of a brand or campaign, they’ve been acting in an ambassadorial role. Companies have been tapping celebrities who embody the culture and personality of a brand since time immemorial; put simply, a brand ambassador (at least that label) is a little passé.
One might reasonably ask if Tom Daley’s new gig as Superdrug’s ‘Male Grooming ambassador’ is just a fancy way of saying “brand ambassador”. I mean, what’s the difference? Not a lot, really. But this move away from the generic brand-ambassador tag to a more elaborate epithet of the celebrity’s involvement does seem like a more authentic move for brands to take, especially for a retailer like Superdrug.
Why? Because Superdrug, a brand in and of itself, obviously stocks many other branded products, targeting many different audiences. Presumably, Superdrug could announce a grooming ambassador for other key demographics, for instance ‘Female Grooming Ambassador’, or, shudder to think, ‘OAP Grooming Ambassador’ (we nervously await the announcement of Bruce Forsyth in this role).
Of course, the desired effect of Tom Daley’s appointment remains the same: to increase brand awareness and drive sales.
We saw a similar thing when Pimm’s chose Judy Murray as its brand ambassador—no, sorry, I mean its Chief Foliage Officer—following a tweet ranting about being served a less-than-perfect glass of Pimm’s with an excess of mint sticking out the top.
Back to Superdrug and its new Male Grooming Ambassador. Gillette also played a role in helping this partnership see the light of day, teaming with Superdrug to promote a new subscription service offering customers 15% off Venus and Gillette razor blades (razors which can be bought in Superdrug).
Speaking about his new role, and Gillette’s subscription service, Tom comments, “I’m delighted to be chosen as Superdrug’s Male Grooming Ambassador. Being in and out of water means that I have to take my grooming regime seriously to ensure that my skin and hair don’t suffer. I’ve got a busy summer ahead and it’s services such as the subscription service which make it easier to look good.”
Amen to that.