Gillette launches Venus push

Targeted at young female audiences aged 18 and up who lead dynamic lifestyles, the campaign was developed by BBDO Guerrero in the Philippines with media support from ZenithOptimedia Singapore. The campaign featured TV, print, outdoor and the aforementioned ambient spots along the premises of train stations and their respective in-house TV channels.

The outdoor installation is the centre-piece of the campaign, which focuses on the smoothness of legs through the use of the Venus range. According to Felicia Almario, client service director at BBDO Guerrero, the razor manufacturer was keen to drive trial for its ladies’ shavers.

A giant leg installation gives about 1.4 million commuters who use the escalators the illusion that the handrail they are holding is akin to running their hands down a leg freshly shaved by a Venus razor. Images of the Venus product range were also stuck nearby and around the installation to further boost brand recall.

The month-long campaign has been extended by 10-second TV spots featuring young women who are unable to pull up their socks and stockings because of ‘seriously smooth legs’ - the ad’s strapline depicts leggings being held up by clamps, duct tape and suction caps.

In February, BBDO Worldwide launched its biggest campaign yet for the latest Gillette Venus Embrace shaver, which boasts a five-blade razor.

Playing on the deity Venus, the goddess of love in Roman mythology, the Omnicom agency developed TV spots portraying users as deities, such as the goddess of trailblazing’ and the ‘goddess of communication’ in modern-day settings.

Procter & Gamble, which bought Gillette for US$57 billion in 2005, has a 70 per cent share of the manual blade and razor market globally, and 55 per cent share for women’s shavers. Gilette’s net sales rose 12 per cent to $5.2 billion last year.

Gillette corners 90 per cent of the Singapore market and also leads in the Malaysian and Thai markets.