Wednesday, August 29, 2018

Gillette and the Power of Great Advertising

Consider Gillette and their razors. About as boring of a product as there is. Their business has been suffering from the Dollar Shave Clubs and other similar competitors that are out there. Likewise, CPG is about as cutthroat as competition gets, and they’re in the middle of it. Their top and bottom lines are being challenged at the same time, and significantly so.

Then they go and do this:



The market on this new, fringe product is tiny (albeit growing). In the grand scheme of Gillette's business, it's a rounding error. Yet someone in product development cared enough to propose this product, someone in Marketing was able to justify its existence, and someone in Advertising was able to give it life. It was an uphill battle the entire way, but they ultimately green lit it, brought it forward, and took it to market.

Not because it was the right thing to do financially. But because it was the right thing to do. And that enabled them to take credit for it.

Good marketing and advertising can do that. It can take a tiny concept of a product, with a rounding error for potential incremental sales, and develop something with a massive halo effect that has the potential to buttress its entire brand against Dollar Shave and all the other direct-to-consumer providers that have been taking chunks out of their market share.

That’s the power of great advertising.

Kudos, Gillette.

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