Servicing Brand: MSL Italia
Service Period: 2009
The megabrand, Gillette wanted to develop their position further by finding a 'Future Champion' ambassador for Gillette among young hopefuls in Italy.
The challenge was to align the Gillette brand with the target group's environment and reference values and at the same time, develop strong differentiation from competitors.
The campaign aimed to team Gillette with football, aligning it with the positive values of football. The big idea was to develop and consolidate strong relationships with sports journalists, to develop them into Gillette ambassadors. Target audiences were split into primary: Sports, lifestyle and family press; and secondary: Young men & adults aged 20-44.
The solution comprised three phases:
Supporting PR was internet banner advertising, an advertising campaign including footer ads in leading sports dailies and advertorials. Press office included press conferences at launch (November 2009) and to announce the winner (January 2010).
The PR programme achieved: