GILLETTE FUSION

PROGLIDE GOLD

EDITION

MEET THE TEAM

OUR ASSIGNMENT

Objective • Get Gillette users to trade up from their current razor to Gillette Fusion ProGlide Gold

• Promote other gold-themed Gillette products

Timing • April 2012 – August 2012

Target • Men ages 18-34

MR. MAGNETIC Personality

• Equates looks with success

• Appetite for success

• Big city dweller

Interests • Tech-savvy

• Always connected

• App-happy

• Sports fanatic

Media • Uses his mobile

device to connect, be entertained and play

games

• Active in social media

• Watches TV to be entertained

• Reads to learn

MEDIA FOOTPRINT Weekend

Source: International CCS Survey 2009 - Benchmark - US

RADIO

ECOMMERCE IN-STORE PURCHASES

TV

SOCIAL MEDIA

Weekday

MOBILE

MOVIES

MUSIC

ECOMMERCE IN-STORE PURCHASES

MOBILE

• Constantly

connected to his

mobile 24/7

• Consumes more

movies on the

weekday

•Consumers more

social media on the

weekends

•Consistently heads to

the store and eStore

for his needs

JOURNEY

Re-Assess

Education

Value and

Relevance

Needs I need to buy a new

razor

I need to make a decision

that will keep my best

shave going

I need to make

sure that my

razor is the best.

My face needs to

consistently

glow.

Behaviors I usually buy the

same thing. It works

just fine…

I want to research the

best options before

making a big decision.

I usually buy the

best

Brand

Barriers

This razor I have

now works just

fine…why should I

pay more?

I don’t really understand

ProGlide Technology.

The ProGlide is

pretty

expensive..

Objectives Make him question

his current razor and

feel like he needs

the ProGlide Gold.

Re-Iterate the ProGlide

benefits by using Earned,

Bought, and Owned

media and Gillette’s

assets.

Make ProGlide

purchase a no-

brainer. Put other

brands and

razors to shame.

KEY TAKEAWAYS Mr.. Magnetic’s journey follows

his need for the best.

ProGlide Gold is viewed as an

investment in the world of

personal grooming

He has an idea of what he

wants by the time he’s reached

the store

He might be skeptical about

changing because his razor

works fine, and ProGlide is

expensive.

ProGlide Gold is the best model

of the best razor available,

make him see it.

2012 SUMMER OLYMPICS

• The Games aren’t just about the

athletes—they’re about peace,

discipline, passion, victory and

rediscovering one’s National pride

• People are more immersed into the

Olympic Games than ever before

• People feel that they are a part of

the Games as they witness history

on television share victories with

athletes and fans online

FUSION PROGLIDE GOLD

• Low Cutting Force Blades

• Blade Stabilizer

• Snowplow Comfort Guard

• A more broad Lubrastrip™

• Enhanced Precision Trimmer

• Innovative Microcomb

• Consistent Power

• New, Brilliant Gold

Finish

STRATEGY

Grab Attention

Provide engaging content that will pull

Mr.. Magnetic in to the ProGlide Gold

experience

Advocate

Give him the tools, platform and

reasons to spread the word about

Gillette ProGlide Gold

Educate

Provide the tools to educate him

about the new product

Prove to him that ProGlide Gold upholds his reputation to be the best.

2012 Summer Olympics

Showcases the best athletes on the world stage

Gillette Fusion ProGlide Gold

Cutting-edge technology delivers the

perfect look in Gold

The Consumer

Mr. Magnetic equates

appearance with success. Therefore,

he demands the best male grooming products for himself

SELECTED CHANNELS Prove to him that ProGlide Gold upholds his reputation to be the best.

Educate

Provide the tools to educate him

about the new product

Advocate Give him the tools, platform and reasons

to spread the word about ProGlide Gold

Get their Attention

Provide engaging content that will pull Mr..

Magnetic in to the ProGlide Gold experience

•Executions in relevant places

•Provide trial

•Drive excitement and sales

•Encourage social engagement

•Provide social integrations in

every execution to enhance

sharing

•Encourage interaction with

sweepstakes

•Young Guns will be used as

brand advocates

•Provide video content, product

benefits and reviews

•Provide entertainment

•Provide demonstration

HOW TO REACH HIM

EXPERIENCE GOLD WEBSITE

Insider Content • Gold Access Zone – limited to ProGlide

owners

• Webisodes

• Behind the scenes content

• Content used for Taxis and in-store screens

Link to Sweepstakes • Details of the sweepstakes

• Ways to enter

• Current entry count

Social Feed • Live Twitter, Facebook and YouTube

comments streaming

• Feed will be streaming on commercials during Olympics, in-store and in taxis

SWEEPSTAKES

• Enter in a sweepstakes to win tickets to the 2012 Olympics, and other assorted prizes

• Sweepstakes will be based on a point system where more points earned equals more entries submitted

• Points can be earned through:

• purchasing Gillette products

• playing the Gillette Angry Birds

• following @Gillette on Twitter

• “liking” Gillette on Facebook and

• Subscribing to Gillette’s YouTube channel

• Users can track points on a Gillette mobile app (iPhone, Android, Blackberry) +100

+50

+20

MOBILE GAME INTEGRATION

• Mr.. Magnetic is always on his

Smartphone and is app-happy

• Integrating Gillette Fusion ProGlide

Gold into mobile games like Angry

Birds will provide both entertainment

and awareness of the product

• Players’ scores will be sent to the

Gillette Fusion ProGlide Gold

website and can be shared on social

medium like Facebook and Twitter

REACHING HIM OUTSIDE

THE GOLDEN SHAVE

• Team Gold Barbers on hand to give the golden shave vs. regular barbers using competitor razors

• Trade up by bringing in your old razor and receive a free ProGlide Gold razor and shave

• Event will be available in the largest 20 US markets

• Young Guns will receive the first shaves of the day, represent 6 cities

• Gillette corner: webisodes featuring reactions of the shaves

4-D GILLETTE GOLD EXPERIENCE

• Take over Iconic US buildings

• Ex: NY Stock Exchange,

Washington Monument, Sears

Tower, the Hollywood Sign, the

Luxor in Las Vegas, Trump

Building

• Will run a Golden-themed

product showcase and demo in

a 4D projection experience

• Exciting, advanced technology

TRANSPORTATION TAKEOVERS

• Olympic Gold Taxi’s running throughout major cities

• Taken over by Gillette and running Olympic content and Gillette ProGlide Gold spots on the in-cab video screen

• During the Olympics, cabs will run live Olympic competitions and coverage

• Olympic Gold Subway Lines in major cities

• Golden wraps on the inside, outside

• Olympic preview and Gillette Gold product review

• Grab attention and educate

REACHING HIM

DIGITALLY

SOCIAL MEDIA INTEGRATION

• Leveraging Gillette’s owned assets:

YouTube, Facebook and Twitter to

educate and advocate towards the

Gillette Fusion ProGlide Gold

• YouTube channel: webisodes,

testimonials, Olympic updates

• FB/Twitter: sweepstakes link,

Gillette events and promotions,

consumer conversations

• Will all be linked to the Fusion

ProGlide Gold website

DIGITAL MUSIC

• Utilize music sites that he’s

constantly engaged with:

• Pandora, Grooveshark, Spotify

• Embed rich media in popular music

channels by creating customized,

interactive (gold)skins

• “Olympic Playlists” created by

Young Guns and Viewers

• “Champion Listeners” gain incentive

points towards the sweepstakes

DIGITAL • Hulu and Netflix Sponsorship

• Embed rich media in popular music

channels by creating customized,

interactive (gold)skins

• :15, :30 Gillette commercials

• “Champion Movies” section, hand-

selected by young guns and viewer

votes

• Social Media Integrated through Hulu

• “Champion Viewers” gain incentive

points towards the sweepstakes

REACHING HIM IN MORE

TRADITIONAL WAYS

TV NETWORKS • TV Sponsorship [NBC, ESPN]

• Lower Third- “Olympic Bets”

• Place bets/vote via digital & mobile

• Winners will be the “Betting Champions,”

receiving a digital coupon toward the Gold razor

• Have twitter banners run during the actual

Olympics

• Gillette-sponsored “Champion Moments”

Champion Moments

MAGAZINES

• Collector Table Books

• Sponsor the entire issue of Sports

Illustrated and ESPN Magazine for

the May Olympic edition

• Only Gillette ads throughout the

entire issue

• Special features on the Young Guns

• Promote the Gillette website and

sweepstakes

2008 2012

IN-STORE ADVERTISING

• Gold Shelving for ProGlide and

ProGlide Products

• Gold flooring in front of products

and end-of-aisle display

• GILLETTE GOLDEN ZONE

• Gillette TV screens: ProGlide

features, testimonials, Olympic

sweepstakes details, Olympic

highlights

WRAPPING

PLAN ARCHITECTURE

FLOW CHART April May June July August

1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26

Website

Sweepstakes

Events Shave Buildings Cabs

Mobile

TV

Magazine

Digital Music

Digital Video

In-Store

QUESTIONS?