Gillette Fusion
Recommendation
In order to increase total sales and put Gillette Fusion on track to be a $1 billion business in the next few years, Gillette Fusion should launch a new advertising campaign and reduce cartridge package prices by 20% with the introduction of a onetime coupon.
Explanation
The media’s reaction to the “blockbuster” advertisement campaign highlights many of the campaign’s flaws. The campaign focused on the product features rather than its benefits. Due to the ad’s product focus, Gillette failed to communicate why the additional blades and elastomer handle coating improved the quality of consumer’s shave. The proposed advertising campaign would address these flaws and focus on the customer experience. In order to educate consumers, Gillette should employ a mass media campaign similar to Pepsi’s “Pepsi Challenge.” This campaign will include blindfolded individuals testing and comparing the Gillette Fusion with several other razors, and will be hosted by a celebrity who shares similar brand qualities as the Fusion. The celebrity will be young, sleek and innovative, like Ashton Kutcher or Dwayne Wade.
• TV Advertisement: The television advertisements will include a short introduction by the celebrity and clips of customers who have taken the challenge describing why the Gillette Fusion is superior to its competitors. It should be featured during male-focused programing, like sporting events and adult comedies.
• Print Advertisement: The print advertisement will feature a picture of the celebrity next to the razor and several quotes from individuals who have taken the challenge. It should be featured in men’s style magazines (GQ), music magazines (Rolling Stone) and sports magazines (ESPN, Sports Illustrated).
• Radio Advertisement: The radio advertisement will begin with an introduction by the celebrity describing why he prefers the Gillette Fusion and then transition to reviews by those who have taken the challenge ( i.e. “The Gillette Fusion is
In order to increase total sales and put Gillette Fusion on track to be a $1 billion business in the next few years, Gillette Fusion should launch a new advertising campaign and reduce cartridge package prices by 20% with the introduction of a onetime coupon.
Explanation
The media’s reaction to the “blockbuster” advertisement campaign highlights many of the campaign’s flaws. The campaign focused on the product features rather than its benefits. Due to the ad’s product focus, Gillette failed to communicate why the additional blades and elastomer handle coating improved the quality of consumer’s shave. The proposed advertising campaign would address these flaws and focus on the customer experience. In order to educate consumers, Gillette should employ a mass media campaign similar to Pepsi’s “Pepsi Challenge.” This campaign will include blindfolded individuals testing and comparing the Gillette Fusion with several other razors, and will be hosted by a celebrity who shares similar brand qualities as the Fusion. The celebrity will be young, sleek and innovative, like Ashton Kutcher or Dwayne Wade.
• TV Advertisement: The television advertisements will include a short introduction by the celebrity and clips of customers who have taken the challenge describing why the Gillette Fusion is superior to its competitors. It should be featured during male-focused programing, like sporting events and adult comedies.
• Print Advertisement: The print advertisement will feature a picture of the celebrity next to the razor and several quotes from individuals who have taken the challenge. It should be featured in men’s style magazines (GQ), music magazines (Rolling Stone) and sports magazines (ESPN, Sports Illustrated).
• Radio Advertisement: The radio advertisement will begin with an introduction by the celebrity describing why he prefers the Gillette Fusion and then transition to reviews by those who have taken the challenge ( i.e. “The Gillette Fusion is