Gillette is focusing on women’s preferences towards chest hair styles in the brand’s new U.S. campaign for the Fusion ProGlide Styler. The promotion taglined “What Women Want” highlights three most common men’s below-the-neck grooming and briefly explains how to create them using the trimmer-razor hybrid, released in 2012 as a result of collaboration between Gillette and Braun. The promotion includes the “Get the Look Women Want” commercial by BBDO New York, which is already available on the brand’s YouTube channel. The push launches broadly across print, TV and online starting April 1.
Gillette is celebrating men’s pride, moustache or Mo’s, by launching a new activation dedicated to male’s facial hair. November is the month to raise awareness of very important issue of men’s health and prostate cancer, and big brands along with other related organizations launch campaigns revolving around the Movember (Mo+November). As part of the national US program, Gillette is launching the eMO’gency Styler Tour, “a quest to help men master their most stylish Mo’s,” and launches a tab on its Facebook page, inviting male audience to discover more facial hair styles and contribute to the good cause.
Procter & Gamble celebrates the fourth year its official sponsorship of the National Football League (NFL) by launching an online platform called Fan-cestry.
P&G’s Gillette has kicked off its ‘My City is My Gym’ campaign promoting the Odor Shield Anti-perspirant/Deodorant and inviting men to try it out while exercising outdoors.
A Worldwide Olympic Partner Procter & Gamble has announced a grant of $50,000 to fund youth sports programs targeting children with physical disabilities. This is a part of the company’s support of the Paralympic Games and the grant is donated to the United States Olympic Committee’s (USOC) P&G Team USA Youth Sports Fund.
Gillette takes its Olympic message to the walls. The male grooming brands launched an outdoor promotion as part of its ‘Great Start’ Olympic campaign, created by Abbott Mead Vickers BBDO, in the UK a few days ahead of the launch of the long-awaited sport event. Now, three tower blocks in Stratford overlooking the Olympic Park got giant and impressive visuals featuring the brand’s ambassadors Sir Chris Hoy, Liam Tancock and Tyson Gay within their sport activity.
P&G’s Gillette has rolled out an Olympics TV ad campaign that uses different Olympic athletes in each region in the UK. The ad features Gillette brand ambassador Roger Federer and P&G’s Team GB brand ambassadors Liam Tancock. The ad is replacing the P&G’s ‘mum campaign’ for two weeks addressing dads instead in front of the Father’s Day.
With fewer new brands being created by large CPG companies, more companies are extending traditionally gender focused brands or product offerings to appeal to the other 50 percent, be it men or women.