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Gillette
Gillette Fusion ProGlide with Flexball Technology

RAN IN: United States

CLIENT
Procter & Gamble

Tara Feehan, Assistant Brand Manager, North America Gillette

AGENCY
The Integer Group *Lead Agency

Michele Crowley, Vice President
Catherine Burge, Account Director
Stephanie Gilbert, Group Account Director
Amy Johnson, Account Director
Sean Coleman, Creative Director
Courtney Campbell, Associate Creative Director
Asher Johnson, Creative Director
Kira Torgerson, Sr. Account Planner
Tanya Strickland, Senior Production Manager


Grey New York


RockTenn Merchandising Displays


Mechtronics


SUMMARY

With the advent of Flexball" Technology, the next generation of the Gillette Fusion ProGlide featured the innovation needed to validate its price among the cut-rate competition. Our shopper marketing strategy focused on showing the signature movement of the razor in action. The record number of displays in market (140 display index) became the #1 driver of program awareness (51%). These and other executions traded shoppers in to ProGlide at an astounding rate 70% vs. 30% projected even trading discount disposables users up into the premium category (19% vs. 6% projected).


Hero Medium: Retail Experience

Medium Featured On Video: Other

Audience: Fathers,Men,Young Men (20-35)

Objectives: Brand relaunch, reposition

Type: Business-to-Consumer

Classification: National

Language: English

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