- The Digital Age ServedProject Featured On:The Digital Age Served — 2/8/13
Gillette ProGlide Launch
- 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.
- CREDITSToygar Bazarkaya, Executive Creative Director, BBDOJohn Gagne, Executive Creative Director, ProximityDave Stevenson, Associate Creative Director, ProximityJonathan Ruby, Copywriter, ProximityJeff DaSilva, Art Director, ProximityGraham Ameron, Art Director, Proximity