Creative campaign for Gillette of North America to attract new consumers and reinforce brand loyalty with current Gillette customers. Final project for the course Creative Thinking and Problem Solving at Emerson College in Boston. Presented in December 2012.

1. Sarah Mack
Raquel Tellado-Domenech
Yasar Zarea

2. About Minds on Fire
• Our team creates effective campaigns that help
brands pop in an over saturated market.
• International backgrounds and ability to think
outside of the box.
• Our ability to really get into the minds of the
target audience.

3. Goals
• To create an integrated marketing campaign using
traditional, outdoor and social media to attract new
consumers and to reinforce brand loyalty with the
current Gillette consumers.
• To create a flexible campaign that can be used for
a specific razor (Gillette Fusion ProGlide) or for
Gillette’s brand image.
• To maintain Gillette as the dominant brand in the
Men’s Non-Disposable razor category.

4. Research
• Men aged 18-34 are equally as likely as
their older counterparts to use non-
disposable razor blades and electric
shavers.
• Gillette latest products are the most
popular among younger men.

5. Research
• Consumers tends to stay with their
existing products because of their budgets
are tight and for the recession in the US.
• Due to the recession, more consumers are
opting for low cost disposable razors
rather than high cost permanent razors.

6. Target Audience
• Average Joe
– Ages 18-34
– A man who is not where he wants to be in life.
– Unemployed or stuck in a job he has
plateaued at.
– Frugal, but will spend money on himself.
– Would love a strong woman to whip him into
shape.
– Embraces heterosexual roles and wants to
feel like a man.

7. Target Market
• Graduated with a history
and political science
degree.
• Currently working as a
substitute teacher.
• Delayed his decision to go
to law school many times
after college.
• He is stuck in a rut-help!
Devan

8. Target Market
• 26 year old Bostonian.
• Bartender in the Fenway
area and hates his work.
• Floundering at the
moment.
• Sleeps too late everyday,
drinks too much.
• He doesn’t know what the
next step is.
• He needs guidance.
Jeremy

9. Creative Brief
What are we selling?
• We are selling a lifestyle transformation. We are
selling upward mobility. We are selling a life
coach/razor in one.
What do we want to accomplish?
• When our Average Joe is shopping in CVS,
reaching for his generic brand disposable razor,
we want him to feel a sense of empowerment
when he decides to go for the pro-glide styler. He
will feel confident knowing that good things lie
ahead. The razor will rekindle his optimism for the
future.

10. Creative Brief
With whom do we want to connect?
• We are connecting to the man who is stuck in life- he is not
where he wants to be. He is unemployed, under-employed or
working a job he does not like. He is the average Joe, the
guy’s guy.
Why would they like the product?
• This product will help this man change from a little lamb into a
tiger. He will have increased confidence and become the man
he wants to be.
What is the brand fuel?
• Gillette, known for decades as “the best a man can get” is
manly man’s brand. Our target audience believes in the
yin/yang of masculinity and femininity.

11. Creative Brief
What is the cultural fuel?
• The economic recession has created a large
population of people that are hurting and not
where they want to be. Young men are under
increasing pressure to make something of
themselves.
What is the tone?
• It’s important to strike the right balance between
attention grabbing absurdity and believability.

12. BIG IDEA

13. Why Eva Mendes?
• International
Hollywood figure.
• Strong and influential.
• Natural looks.

14. Campaign Overview and
Details
• The creative execution is done to create
the initial buzz. (Supporting materials)
• TV
• Print
• Bus station ad
• Internet banner
• Facebook fan page
• Contest through Facebook

15. TV Ad Storyboard

16. Facebook

17. Facebook (Contest)

20. Internet Banner Ad

21. Other Recommendations
• Co-branding with one of Eva Mendes’
movie releases.
• Give-away Pro-Glide Styler during
premiere parties and in movie theaters.
• Co-branding with New York Times best-
selling books about self improvement such
as “7 Habits of Highly Successful People”.
(Give-away with a book purchase.)