The King of Shaves is selling bonds directly to consumers to raise money for its "marketing war chest." The idea is to raise money from people who will then become brand ambassadors for the company, which competes against Gillette and other big-name firms. This decidedly non-traditional approach to funding marketing is explained on the firm's web site. Founder Will King ends his home-page explanation this way: "My word is my Shaving Bond."Will consumers lend King the cash? Will they buy enough products that the King of Shaves can pay back its bondholders? And if this scheme works, will others follow King's lead?
