Gillette Marketing Promotional Tools 2007-2012 Essay

1749 Words Jan 28th, 2013 7 Pages
MBA 514 - Assignment 1
Marketing promotional tools Gillette used in 2007 compare to the ones they used in 2012.

Submitted to: Dr. Mark Robinson

Submitted by: Zukhrab Karimov

GILLETTE
"The Best a Man Can Get", when we hear this tagline one thing that comes to our mind is definitely Gillette trademark for whom it isn’t just a tagline, it’s a brand promise. Founded by King Camp Gillette in 1901, he devised and marketed the first safety razor in 1901. In a short space of time, Gillette converted his idea into a highly successful, marketable product. On October 1, 2005, Procter & Gamble finalized its merger with the Gillette Company. As a result of this merger, the Gillette Company no longer exists. The merger created the
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No surprise therefore that Gillette is one of the brands linked to the hottest TV shows and series. In 2007 Gillette’s “Young Guns” show, featuring Nascar drivers, started to air on ABC. From 2009 and nowadays Gillette is linked with “True Blood” series from HBO. Their fictional tie-in campaign shows a vampire endorsing Fusion as the best shave for the undead. It will deliver a huge amount of defensive awareness while keeping the brand contemporary and hip in the never ending battle to stay fresh (Carat USA, Gillette Fusion ‘ProGlide Launch’, 2010). Gillette brand has also been promoted in popular Jimmy Fallon’s late night show on NBC where he lathered up for a shave during an episode of his show. And the brand repurposed its everyman plaudits into creative for print and TV buys. Gillette also broadcasts some world sports events as Gillette World Sport and Gillette FIFA World Cup (A Brand Apart Television, 2012).
Social media
Gillette was one of the first brands that started to use social media, but it was not until early 2009. Gillette used social media in a really efficient way. In 2010 Gillette find twins from UK and launched dullest ever social media campaign: a contest to determine the public’s preference between the bearded male and his clean-shaven brethren. There were thousands followers on twitter and millions on YouTube (Brian Skepys, 2010). In India in 2012, Gillette

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