The Gillette Fusion Power Phenom Campaign

1. The problematic advertising communication

2.1. The Gillette Company
Company history: The Gillette Company was founded in 1901 by King Camp Gillette, a successful salesman. The company, who had at the beginning only one employee, sold 60 million razors 25 years later. Indeed, the World War I has been the trigger of the success of Gillette. Razors became a companion of soldiers, and US army ordered 3.5 millions razors and 36 millions blades. Now, about 600 millions men use Gillette shaving (Gillette. 2011) products. Now shaving products only represent 29% of the sales. They diversified, by integrating the area of pen (Waterman, PaperMate) and cosmetics, but they still spend a lot of money in advertisement for razors. (Regine. 2007)

2.2. The Gillette Fusion Power Phenom campaign
The advertisement campaign I chose is for Gillette Fusion Power Phenom, made of a serial of ads starring Roger Federer, Thierry Henry and Tiger Woods. They called the serial "Gillette Champions". The “Gillette Champions” program was launched in Dubai in February 2007 where the three athletes were present. All together, the three featured appear in 5 commercials, which have been played all around the world. In every commercial, the three of the world’s highest paid sports stars show their respective skills (either with a real ball or an earth-looking ball) with one and only message: We are the best, so we use the best for our skin and our appearance (wn, 2008).
It’s interesting to notice that the “Gillette Champions” program won an award, the one of the worst ad to appear on UK TV in 2008 (Sweney, M. 2008). ajaywahi1989@gmail.com In this report, I will try to explain why this campaign has been considered as the worst of 2008, and also give recommendations on how it could have been better. But what’s thrilling is that the “Gillette Champions” program is nothing but the biggest sports marketing campaign in the firm’s 108-year