Procter and Gamble: Razor Repair Shop

Proximity Canada

ENTRY INFORMATION

Category: Product Manufacturing and Distribution
Country where program ran: Global
Date program started/ended: Q4 2009 – Q1 2010

Product Description: GILLETTE FUSION - Blade Consumption

Advertiser/Client Name: Procter and Gamble
Website: Media Channels: http://www.getaloadofthis.ca/2010/gillettebladechange/integrated

STRATEGY

Marketplace Challenge:

With the recent economic downturn, Gillette has noticed a year over year decrease in blade consumption – 13% since 2001. Research uncovered that guys were trying to stretch the life of their blades to save money. This same research showed that guys did not know how to properly gauge the life of their blade and the importance and role of the lubrication strip. Over time, this has had a negative affect on the quality of shave that the consumer was experiencing.