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.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral
Chevrolet launches £350m Manchester United shirt deal with nostalgic video
Warburtons rebrands to 'Warbeartons' in Paddington Bear movie tie-up
M&S blames new website as non-food sales fall again
Top 10 skills for young creative talent: The Mad Men era of on-the-job learning is long gone
Pepsi Max calls on fans to take part in Kelly Rowland video
From mutton chops to manscaping, Gillette takes a trip through 100 years of male grooming
Digital democracy creation: how the marketing industry made its voice heard
Three prints spoof apology letter to hapless holiday-less consumers
Sponsors congratulate Novak Djokovic on Wimbledon win
Cristiano Ronaldo launches CR7 fashion range and website
How eBay drove awareness of The Amazing Spider-Man 2 for Sony Pictures
Lidl plots 'more British' brand in drive for customers
WeChat-owner Tencent on China's impact on international marketing - not vice versa
Imperial War Museum releases film announcing WWI exhibition
Why brand and music collaborations need to work for the fans, not the brands
Viral review: Star Trek's Zachary Quinto has Independence Day fun with Newcastle Brown Ale
Why brands should beware of Facebook's emotional engineering
Beats by Dre turns up the heat ahead of the France v Germany World Cup game
Top 10 ads of the week: Breaking Bad's Aaron Paul helps XBox reach top