Gillette
How to get better than the best a man can get!
Gillette – so many superlatives rain down on their marketing – the quest is how to innovate when faced with a new launch. POWERPLAY represents a chance to connect with the zeitgeist of boys with toys – and go way beyond the point of purchase to the point of total brand interaction. In a deftly executed merchandising solution that had the retailers purring with anticipation, Gillette could create experience in-store that mirrors the very high production values and aspiration that we have all come to respect from their TV ads. Innovation but still true to the core of the brand – masterful!
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