The Gillette 'Step Up for Gold' Stunt Integrates Olympic Fever
Courtney Scharf — July 31, 2012 — Marketing
The Gillette 'Step Up for Gold' campaign has an Olympic flair which makes it stand far apart from other advertising techniques.
The stunt plays out in a German drugstore, and upon first glance, appears to be a slightly different display case with men's razors, except that the razors are placed so high up that one must stand on a podium beneath in order to reach the products. The strategic placement of each stand requires that those who want to grasp the razors must stand on the '1' spot, which begins music and a paparazzi-filled flood of fans.
Referencing the feeling one might get after winning a gold medal, the stunt paints Gillette in a positive light, and generated plenty of attention for the brand.
The stunt plays out in a German drugstore, and upon first glance, appears to be a slightly different display case with men's razors, except that the razors are placed so high up that one must stand on a podium beneath in order to reach the products. The strategic placement of each stand requires that those who want to grasp the razors must stand on the '1' spot, which begins music and a paparazzi-filled flood of fans.
Referencing the feeling one might get after winning a gold medal, the stunt paints Gillette in a positive light, and generated plenty of attention for the brand.
Trend Themes
1. Olympic-inspired Advertising - Opportunities for brands to leverage the excitement and energy of the Olympic Games in their advertising campaigns.
2. Interactive Displays - Innovative ways to engage customers and create memorable experiences through interactive displays and installations.
3. Surprise and Delight Marketing - Using unexpected and creative marketing tactics to surprise and delight customers, generating positive brand sentiment and buzz.
Industry Implications
1. Consumer Goods - Consumer goods companies can leverage the excitement of the Olympics to launch new products or creative campaigns, like the Gillette 'Step Up for Gold' campaign.
2. Retail - Retailers can implement interactive displays and surprising marketing tactics to make the shopping experience more engaging and memorable.
3. Advertising - Advertising agencies can help brands develop creative campaigns that leverage the excitement of the Olympics or incorporate interactive displays and surprise and delight marketing tactics.
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