Procter and Gamble: Razor Repair Shop
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
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.