We had a challenge. We were about to embark on Gillette's biggest razor launch ever, but men have heard "new", "improved", and "more comfortable" time and time again. Hey, I work on the ads and even I was skeptical, so when I tried it out, I was truly amazed at how smooth and comfortable the experience was. We realized that trial was the key to turning skeptics into believers. We created a fully integrated campaign to launch the project that was executed with the help of our agency partners through print, tv, experiential pop-up shave-studios, and web.

Our campaign was so successful, Gillette could barely keep up with the demand. And we turned what many believed was a tired brand into one of Advertising Age's 50 Hottest Brands for 2010.



Internal Launch Video
This video was never meant to be seen by anyone outside... It's long but it does a great job of explaining our integrated launch campaign.

Fusion ProGlide Launch from Ben Waldman on Vimeo.