Procter and Gamble: Razor Repair Shop
Proximity Canada
ENTRY INFORMATION
Category: Product Manufacturing and DistributionCountry where program ran: GlobalDate program started/ended: Q4 2009 Q1 2010
Product Description: GILLETTE FUSION - Blade Consumption
Advertiser/Client Name: Procter and GambleWebsite: 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...