Gillette Promo FUSION PROGLIDE RAZOR GLORIFIER by The Integer Group

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Industry Shaving
Media Promo & PR
Market United States
Agency The Integer Group
Associate Creative Director Leslie Bell
Creative Director Tim Mally
Art Director Michael Dusing
Account Supervisor Ariel Knobbe
Released June 2010

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: GILLETTE
Product/Service: RAZOR
Date of First Appearance: Jun 6 2010
Entrant Company: THE INTEGER GROUP, Lakewood, USA
Group Account Director: Michele Crowley (The Integer Group)
Group Creative Director: Ross Snodgrass (The Integer Group)
Account Director: Ryan Karlstrom (The Integer Group)
Account Supervisor: Ariel Knobbe (The Integer Group)
Associate Creative Director: Leslie Bell (The Integer Group)
Senior Art Director: Jonathan Tenkely (The Integer Group)
Senior Production Manager: Tanya Strickland (The Integer Group)
Senior Project Manager: Suz MacDonald (The Integer Group)
Art Director: Michael Dusing (The Integer Group)
Account Executive: Liz Bowling (The Integer Group)
Vice President Creative: Keith Arndt (Mechtronics)
Creative Director: Tim Mally (Mechtronics)
Media placement: ProGlide Razor Glorifier - In Store - June 6, 2010

Describe the objective of the promotion.
Four years after the introduction of the Fusion razor, the most successful product launch in Gillette’s history, the conditions surrounding the debut of the Fusion ProGlide could not have been worse. A global economy in free fall. Shoppers trading down or out of multiple product categories. Compounding matters further, Gillette’s competition was about to bring a new razor to market that promised the same core benefits as their new product. Gillette needed a disruptive tool that could stop grab-and-go shoppers in the aisle and convince a sceptical audience to try an entirely new shaving experience.

Describe how the promotion developed from concept to implementation.
The Fusion ProGlide’s unique design features thinner, finer blades that offer less tug and pull for an effortless shave. But the product’s primary benefit can’t be seen by simply looking at the head of the razor. After talking with guys about this new technology, we reached this simple conclusion: Gillette had to show, in a dramatic and disruptive way, that these blades are better. We partnered with a display manufacturer to develop the “Tiffany Glorifier,” a shopper-activated tool that lights the razor blades so they shine like jewels when a customer walks by the installation.

Explain why the method of promotion was most relevant to the product or service.
Our shopper needed to be disrupted from his grab-and-go shopping behaviour. To that end, we created a motion-activated Gillette Fusion ProGlide display. When a customer walked past the display, lights made the featured blades shine like jewels, adding interest and intrigue to the presentation.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Not only did this tool create excitement among shoppers and retailers alike, it elevated and enhanced the premium nature of the product. Prominently displayed at leading U.S. retailers for over 52 weeks, The Fusion ProGlide Razor “Tiffany Glorifier” continues to influence the public’s attitude and change their purchasing practices.