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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
Michele Crowley, Vice PresidentCatherine Burge, Account DirectorStephanie Gilbert, Group Account DirectorAmy Johnson, Account DirectorSean Coleman, Creative DirectorCourtney Campbell, Associate Creative DirectorAsher Johnson, Creative DirectorKira Torgerson, Sr. Account PlannerTanya 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).
