Gillette shaver is one of the familiar and indispensable items for men worldwide. This brand has always achieved impressive sales figures, widespread and special popularity, always among the highest image value brands in the world.
As a brand of the P&G family, Gillette’s brand value stands much higher than its parent company. Specifically in Interbrand’s latest ranking, Gillette – formerly Gillette Company ranked 22nd and ranked above Facebook.
The strange thing is, the reason why a start-up company only sells razors – a very ordinary object can “stand” on many other high-end brands, in terms of brand value. trade?
The success of Gillette can only be explained by its global media and content marketing strategies, when P&G does not regret investing in its pet.
Gillette constantly delivered messages and promotional videos that called for customers to be confident in the beauty of their looks and passion for themselves. P&G’s brand believes that only when consumers love themselves properly, can they be willing to pay for things that make themselves more beautiful, even if they are men – most of whom are often smarter than women. Therefore, Gillette’s job is simply to motivate them to treat themselves better, and of course buy more razors.
Gillette believes that only when consumers love themselves properly, can they be willing to spend money on things that make them more beautiful, even if they are men.
In order to implement this plan, Gillette opted for her brand of ambassadors from the sports world rather than Hollywood stars, because in consumers’ perceptions, film audiences are “red”. “too much compared to ordinary people.”
In the meantime, sports athletes represent health, ‘manly’ and are not too concerned about appearance than ordinary people. Therefore, there are many things in common between them and Gillette’s customers and many times more influential.
Characters selected as brand ambassadors are usually champions like Tiger Woods, Roger Federer and Lionel Messi with the implication that Gillette is a market leader. The promotional videos were made with a unified message from beginning to end, throughout all different campaigns: “Gillette will help you start the day with good looks and lots of energy to be more successful.”
Not stopping at the male customer segment, Gillette continued to attack both women when suggesting they use their products to beautify other parts of the body but in a more subtle way and only for online campaigns.
They consider this a product expansion strategy with an ambition to convey that passion to women. Although quite unexpected and unique, Gillette has not yet officially recorded the effectiveness of this campaign, in part because she did not have the publicity as a male strategy.
Currently, the brand’s latest global marketing strategy emphasizes that Gillette razors always appear in the most important moments in a man’s life, typically when married. Once again, Gillette is strengthening its position in bringing consumers confidence and “prompting” them not to forget to use the product for critical moments.