Cutting Edge: P&G to Spend Big on Razor Launch
Procter & Gamble is spending a reported $6 million for two Super Bowl ads to show off its new Gillette Fusion five-blade razors that hit stores last Friday.
In addition to the ads, a blitz of 180,000 in-store displays rolls out this week, according to BusinessWeek online.
The 30-second and 60-second spots are shot on location in the Mojave Desert and use computer animation and photographic images. The spots promote both the new Gillette Fusion and Fusion Power, five-blade shaving systems for men. The ads will roll out across TV, print and online media throughout the year with the campaign featuring the slogan, “The Best a Man Can Get.” BBDO New York created the spots.
P&G acquired the Gillette Co. last fall in a $57 billion deal.
Other brands advertising during the Super Bowl include Budweiser, Burger King, Ford Motor Co. and Careerbuilder.com.
