Volcano Advertising recently implemented a successful consumer promotion for Gillette grooming products, with the creation of the 'Get The Look with Gillette - Win a Merc SLK Roadster!' campaign.
This megabrand promotion ran over May and June 2006 and offered one lucky Gillette consumer the opportunity to win a Mercedes SLK Roadster. The campaign was created to drive sales volumes over the promotional period, including trial and repurchase of all Gillette grooming products.
"The 'Get the Look' campaign ensured maximum participation and excitement by the target consumers. The campaign aimed to increase awareness and in-store impact for Gillette's premium range of male and female grooming products and reinforce Gillette's market leadership positioning - 'The Best A Man (Woman) Can Get'," comments Patrick Lamusse, Volcano Advertising Business Director.
To ensure a strong call to action, a fully integrated campaign, including ATL and BTL activities, was implemented. This included in-store POS units and POP communication, in-store theatre and a 5" promotional tag on Gillette's 20" M3 Power Supernova television commercial. Details of the promotion were also clearly communicated on the complete range of Gillette grooming product variants.
"The chance to win a Mercedes SLK was an enticing concept and a major factor for increasing sales volumes. Offering this highly desirable consumer element allowed us to continue to drive trial of M3 Power and maintain market leadership in the premium segment. The strategy implemented by Volcano Advertising proved to be highly successful, allowing us to achieve our set brand and marketing objectives," concludes Nobantu Mqulwana, Gillette Assistant Marketing Manager, Blades and Razors.
As a virtual monopoly, Gilette has a bit of a cheek (albeit smooth) bragging about any marketing it does. Bring the price of razor blades down to a reasonable level (or just allow the cheaper and more effective G range to remain on the shelves) and then we'll discuss your success at promotions
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