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Gillette Fusion
Fusion/Madden - Look your best. Play your best.

RAN IN: United States

CLIENT
Procter & Gamble (Walmart Global Customer Team)

Allan Peretz, Customer Team Marketing Manager
Susan Cassell, Marketing Specialist


EA Sports

AGENCY
Saatchi & Saatchi X *Lead Agency

Leslie Prince, Project Manager
Ed Prill, Production Services Supervisor
Jason Stewart, Assistant Creative Director
Chris Trotter, Copywriter
Tim Brandon, Production Artist
Vince Straszewski, Digital Art Director
Ivan Mayes, Digital Developer
Holly Hamilton, Digital Production Assistant


Triad Digital


SUMMARY

The Madden NFL campaign at Walmart stimulated growth for an established brand, Gillette Fusion. Fusion razor sales at Walmart surged 5% while sales everywhere else declined. Two insights inspired our thinking. First, while in the shave aisle our target was oblivious to new products, focusing only on picking up refills for his existing razor. Second, he was highly engaged with both the NFL and video gaming. Our solution? We used these interests to jar shoppers out of their "refill" mindset, not only in the shave aisle but throughout the store.

CASE STUDY

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CASE VIDEO


Hero Medium: Other

Medium Featured On Video: TV, Radio, Interactive, Print, Retail Experience, Packaging, Product Design, Sponsorship

Audience: Launch or relaunch a brand/product,Speak to men, Speak to Young Men

Type: Business to Consumer

Classification: National

Language: English