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Gillette Fusion ProShield
Gillette's Meet the Protectors at Walmart

RAN IN: North America

CLIENT
Procter & Gamble

Tara Feehan, P&G Walmart Customer Team Marketing Manager
Susan Cassell, P&G Walmart Customer Team Marketing

AGENCY
Saatchi & Saatchi X *Lead Agency

Laura Tuggle, Sr. Account Manager
Christina Davidson, Project Manager
Aaron High, Creative Director
Mauriahh Beezley, Group Creative Director
Jamie Duke, Associate Multimedia Director
Ike Peters, Senior Copywriter
Matt McClanahan, Sr. Digital Strategist
Kim Phillips, Shopper Strategist


SUMMARY

In January 2016, Gillette launched the Fusion ProShield. With the razors lubrication strips before and after the blades, ProShield changed the game by delivering both closeness and comfort, giving the best protection against irritation. So for the Walmart launch, we paralleled the benefits of the razor to the underappreciated job of the Offensive Line and created Meet The Protectors a series of documentary-style interviews with some Green Bay Packers Offensive Line.

CASE VIDEO


Hero Medium: DIGITAL/INTERACTIVE

Medium Featured On Video: BRANDED CONTENT During;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIGITAL/INTERACTIVE MFR/Retailer Website;DIRECT During;DIRECT Mail;ECOMMERCE During;MOBILE/TABLET During;MOBILE/TABLET App;MOBILE/TABLET Display Ad;MOBILE/TABLET In-App or In-Game Ad;MOBILE/TABLET Messaging Editorial Content;PR During;PRICING During;PRICING Couponing;RADIO During;RADIO Spots;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Video/Kiosk;SAMPLING During;SAMPLING Direct Mail;SEARCH ENGINE MARKETING (SEM/SEO) During;TV During;TV Sponsorship

Audience: Men

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English