Brief
Gillette is one of the most well known and trusted producers of shave products around the globe. Their products are known for their good quality for a good price. They can be found in any drugstore or grocery store
nationwide with standard replacement heads that fit almost all of the razors that they produce. They are a dependable company with well trusted products.
Hines Ward is the spokesman for this campaign. He has a lot of good qualities that will help the Gillette Fusion ProGlide Styler interest the major target audience. Not only was he the leading wide receiver in the NFL, but he can also appeal to a couple of different races as his heritage is Korean and African American. He grew up in Atlanta, GA and played for the Pittsburgh Steelers for fourteen seasons. Ward is a very well respected and well known name in the average football fan’s household.
The advertisements appeal to men by remaining masculine, modern and simple. They use Hines Ward as a celebrity endorsement because he uses the product himself - it makes it trustworthy and of a high value.
The time period of the campaign is September 2012 - January 2013.
Gillette Fusion ProGlide Styler: It works for every customer, no matter what their style is.
Gillette is one of the most well known and trusted producers of shave products around the globe. Their products are known for their good quality for a good price. They can be found in any drugstore or grocery store
nationwide with standard replacement heads that fit almost all of the razors that they produce. They are a dependable company with well trusted products.
Hines Ward is the spokesman for this campaign. He has a lot of good qualities that will help the Gillette Fusion ProGlide Styler interest the major target audience. Not only was he the leading wide receiver in the NFL, but he can also appeal to a couple of different races as his heritage is Korean and African American. He grew up in Atlanta, GA and played for the Pittsburgh Steelers for fourteen seasons. Ward is a very well respected and well known name in the average football fan’s household.
The advertisements appeal to men by remaining masculine, modern and simple. They use Hines Ward as a celebrity endorsement because he uses the product himself - it makes it trustworthy and of a high value.
The time period of the campaign is September 2012 - January 2013.
Gillette Fusion ProGlide Styler: It works for every customer, no matter what their style is.
The print ad will feature Hines Ward using the ProGlide Styler himself and will be placed in national magazines such as Sports Illustrated and Maxim.
A coupon for a free sample of the Gillette Clear Shave Gel with a purchase of a ProGlide Styler. It is included in all print pieces.
The Direct Mail package includes a personalized box, the ProGlide Styler, a letter signed by Hines Ward inviting them to try out the Styler, a coupon for a Clear Shave Gel and a trifold piece that explains the sweepstakes. It will encourage them to try out the product, enter the sweepstakes as well as build brand loyalty and product awareness.
The 30 second television commercial explains what the ProGlide Styler does and encourages the viewer to download the application to enter the sweepstakes. Aired during NFL games and regularly on sports networks like ESPN.
The 30 second radio commercial has the same purpose of the television commercial. The commercial is aired on popular radio stations in metropolis areas that play the top 40, country and sports radio.
The phone application is the Mobile Styler. The customer can download the app and use a photo of themselves to try out different facial hairstyles on before committing to it and trying it out on their own faces. Once selected, they can upload their new style to the Gillette website to be voted on by other customers for a chance for them to win a trip for two to the 2013 Superbowl.
