Gillette in retail push for M3 Power through Church

LONDON - Gillette is gearing up to run a major in-store marketing campaign to back the UK launch of its M3 Power wet-shaving system.

The US shaving giant has added direct marketing agency Church to its roster to develop the activity, which will run in all major retailers and will coincide with a multi-million pound advertising campaign that will break in September.

M3 Power, an extension of the Mach3 sub-brand, is a battery-powered wet-shaving system. Its UK debut follows its US launch last May.

Church has been handed the responsibility for creating sales promotion and branding material that is intended to target both existing and prospective Gillette customers.

Discount offers and promotions at point of sale and within specially created branded areas will include a response element as Gillette looks to collect data on its male customers.

The activity will also tie in with Gillette's football and rugby sponsorships, as well as capitalising on the ads, which will feature David Beckham, who signed a three-year £50m deal with the company in May. Gillette has been an official FIFA sponsor since 1982.

Gillette hopes M3 Power will increase its lead over rival Wilkinson Sword. According to IRI, its market share increased by 4.7% to 56.6% last year. Wilkinson Sword's slipped to 1.6% from 2.5%.

Gillette added Church to its roster without a pitch. It replaces Publicis Dialog, which will still work for Gillette on mainland Europe.

The agency will work closely with Gillette's other agencies, direct marketing agency Haygarth, Abbott Mead Vickers BBDO and PR agency Hill & Knowlton.

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