The 'Gillette City Trim' Campaign Featured a Giant Razor Clearing Grass
Alexander Lam — May 28, 2013 — Marketing
References: gillette & adsoftheworld
In a campaign by Ogilvy & Mather called 'Gillette City Trim,' a giant shaving razor was used to trim overgrown parks in Tegucigalpa, Honduras. Promoting the 'Gillette Fusion ProGlide,' a man-sized razor equipped with grass cutting capabilities was used to clean and maintain public spaces in Honduras.
Using the giant razor, seven parks were cleared of overgrowth. Two footpaths were also cleared by Gillette. In the process of Gillette's generous public service, over 3,000 people saw the themed lawnmower being used.
The campaign also had accompanying promotion material used with the razor to augment the lawnmower's effectiveness at raising brand awareness. Flyers for the 'ProGlide' were handed out to passing pedestrians as well to increase awareness for the razors. Large billboards were also positioned near the location of the maintenance work.
Using the giant razor, seven parks were cleared of overgrowth. Two footpaths were also cleared by Gillette. In the process of Gillette's generous public service, over 3,000 people saw the themed lawnmower being used.
The campaign also had accompanying promotion material used with the razor to augment the lawnmower's effectiveness at raising brand awareness. Flyers for the 'ProGlide' were handed out to passing pedestrians as well to increase awareness for the razors. Large billboards were also positioned near the location of the maintenance work.
Trend Themes
1. Giant Razor Campaigns - There may be opportunities for brands to create large scale campaigns that incorporate oversized objects to create a memorable and unique experience.
2. Promotional Product Giveaways - The distribution of promotional items like flyers can be a creative way to build brand recognition and awareness.
3. Public Service Advertising - Brands have an opportunity to distinguish themselves through public service campaigns that focus on creating positive change in local communities.
Industry Implications
1. Personal Grooming - Manufacturers in the personal grooming industry might explore ways to incorporate novelty or oversized products to help drive brand awareness and sales.
2. Advertising - Advertising agencies can leverage alternative methods like public service campaigns overlapping with their clients' objectives to build brand equity.
3. Non-profit - Promotion of branded content through a public service campaign is a good value proposition to the non-profit industry to mobilize social good while promoting brand recognition.
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