Gillette ProGlide Launch

Toronto, Ontario, Canada

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Gillette Fusion ProGlide Launch

Gillette was introducing the new Fusion ProGlide, it's biggest razor launch in years, and the biggest launch of 2010 for Procter & Gamble. Problem was that men had become deeply skeptical about the claims of a "closer, more comfortable shave."

To confront men's resistance head on, we developed a multi-tiered campaign to turn show them that ProGlide turns shaving into gliding, and skeptics into believers. We knew once we got guys to try ProGlide they would be convinced and spread the word for us.

This was Gillette's most successful product launch ever.
Video Case Study
Campaign snap shot
Pledge to ProGlide: This promotion enlisted YouTube celebrities to engage their fans prior to the launch of the ProGlide razor.
Custom Sampling Widget: this video was part of the advertising pushing early razor sampling. We created a custom sampling widget that allowed only influencers and early adopters to get the razor before anyone else - we then encourage them to share their opinion, plus give them a couple of free samples to send to whomever they chose. Celebrities helped us create custom messages for each influential sites selected for a widget.
High-impact rich media helped launch the product.
Expandable banners provided tons of information to gear-obsessed guys.
Testimonials played a large part in the launch of the product. Real guys talking about the razor proved very engaging - and convincing.
What would a Gillette program be without celebrities? The full roster of Gillette sponsors endorsed the new razor. We even a created a Nascar specific program, with episodic online branded content, using our six sponsored drivers: The Gillette Young Guns.
By invitation, our Facebook fans and other Gillette insiders could get their hands on the razor early. Then we invited them to come back and tell us what they thought and pass free razors along to friends.
AWARDS
CREDITS

Toygar Bazarkaya, Executive Creative Director, BBDO

John Gagne, Executive Creative Director, Proximity

Dave Stevenson, Associate Creative Director, Proximity

Jonathan Ruby, Copywriter, Proximity

Jeff DaSilva, Art Director, Proximity

Graham Ameron, Art Director, Proximity