Gillette spends big on razor ads

Gillette is mounting a US$2.5 million advertising and marketing push to promote its new line of disposable razors across the Middle East and North Africa.

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By  Tim Addington Published  June 5, 2005

Gillette is mounting a US$2.5 million advertising and marketing push to promote its new line of disposable razors across the Middle East and North Africa. The awareness campaign is the first time the company has made use of Pan Arab satellite television stations to highlight its disposable range of products, and company executives hope to reach 58 million wet shavers and shift 10 million units of the Blue II Excel blades by the end of the year. “We have used television advertising in specific markets such as Lebanon and Egypt before, but this is the first time we have concentrated on advertising disposable razors in the Gulf states,” said Timur Edis, regional business manager at Gillette Middle East & Africa. The television commercials will be aired on networks such as LBC, MBC and Future TV, which are broadcast across the region. The “aggressive” marketing campaign will also include print and outdoor advertising, in-store displays, as well as sampling. “This is going to be an investment year for this product, but we also have the advantage that it is an investment in the existing Blue II product family as well,” said Edis. Gillette has previously used Pan-Arab satellite networks to advertise its high-end Mach3Turbo razors, but the FMCG giant is using regional television for the first time to help build its new disposable razor brand. The company claims the Blue II Excel is the only disposable razor in this category with two independently spring mounted blades. In an attempt to attract new users, Gillette also intends to start a sampling campaign across the region, allowing shavers to test the product. “Because the Blue II Excel delivers a distinctly superior shave to the existing Blue II range, we believe that the trial will definitely be a driving force for consumers to upgrade from their current disposable razor,” Edis said. Sales managers across the region have been briefed on the new launch over the last few weeks, and the razors will be available to buy from supermarkets, pharmacies and other mass-merchandising outlets from the start of June. This will be followed by the advertising drive, which is due to start in mid-June. The anticipated Blue II Excel selling price in 80 US cents per razor.

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