Local adaptations of Gillette’s global brand platform, ‘Gillette champions’, are running in Malaysia, Singapore and Thailand. Each campaign promotes a different Gillette razor based on local demand.
Porter Novelli has taken the lead in Singapore, where Gillette is promoting a new five-blade razor called Fusion. The campaign comprises a viral TVC and downloads at a microsite, www.gillette-champions.com.sg, as well as on-ground activation.
Porter Novelli has taken the lead in Singapore, where Gillette is promoting a new five-blade razor called Fusion. The campaign comprises a viral TVC and downloads at a microsite, www.gillette-champions.com.sg, as well as on-ground activation.
Gillette is also hosting an indoor, three-on-three football competition, the Futsal Challenge, with a cash prize of SG$1,500 (US$1,000) as well as Gillette merchandise, set to take place on 6 October. Sign-ups for the event can be made at ‘Fusion Mobile’ booths at football stadiums and malls.
At the competition, Gillette will also introduce an interactive adventure contest called ‘Challenge the champions’. The trivia-based competition will be driven by mobile and online media. One winner will receive an expenses-paid trip to meet Roger Federer. Meanwhile a viral TV ad by BBDO New York, features the three stars discussing the importance of starting their days with a Gillette shave. A website, http://gillettechampions.blip.tv/, has behind-the-scenes clips and interviews.
Gillette controls 90 per cent of Singapore’s market, and is the market leader in Malaysia and Thailand, according to a spokesperson. Globally, Gillette has 70 per cent of the market. ‘Gillette champions’ is the brand’s largest sports-marketing initiative to date, according to a press release, and will roll out in 150 countries this year.
Woods, Federer and Henry, top-seeded athletes in golf, tennis, and football respectively, signed up with Gillette in February, shortly before the FMCG brand failed to renew its contract with David Beckham. Like Beckham, they will be fully integrated into campaigns to promote Gillette’s premium shaving products.
“The Gillette name is synonymous with being the best. These three athletes have proven they have what it takes to be a champion on the course, the court or the pitch,” said Chip Bergh, president, global grooming, Gillette. “The athletes were chosen not only for their outstanding sporting performances, but also for their conduct off the field, in their charitable actions, support of social causes or their reputations as icons of true sporting values. That is what the ‘Gillette champions’ programme is all about.”
