Posts Tagged ‘fusion#8217;


Today I will start with a quiz. Take a look at this classic video from GILLETTE:

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And compare it with this new one from Fusion Proglide…

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Does any difference take your attention?

Exactly!  They are not using Personalities for advertising their new razor, FUSION PROGLIDE. Could be that they got fed up with their personalities (Tiger Woods, Roger Federer or Thierry Henry), or could be as well that they simply realized that the voice and experience of anonymous people is more credible and effective…

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Apparenttly, if we exclude this small advertising detail, it looks like the launch of FUSION PROGLIDE is business as usual for Gillette:

o   New improved product, with new state-of-the art functionalities.

o   Worldwide advertising campaigns, leveraging on all available media (digital media included).

o   Aggressive trial and promotional campaigns.

o   New relaunched branding (Fusion… Proglide).

o   And of course, new increased prices per blade to pay for the R&D and outstanding shaving experience…

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So far so good but: Is it really an innovation? Or are we facing a Fusion relaunch to escape from regression? In other words: IS IT AN INVASION OR DEFENCE?

What drives my suspicion? No clear evidence, I admit, but a sense that they things could not have worked as expected with Fusion… I know that the launch of the product was extremely successful (many analyst termed it one of the most successful in the history of the FMCG) but, what has been the real performance of Fusion? Have they managed to sell as many blades as expected, or are people switching back to the Math 3? Have they managed to be up to the expected cross selling of other shaving related products, or do they still have a large work ahead?

PR and Product Reviews speak about a new breakthrough, that they have launched only 4 years after Fusion, compared to the 10 that passed by between Mach 3 and Fusion…

You must be brave to challenge P&G, who is managing Gillette since 2005, but I will take the risk of questioning the invasion and term it defense…


Ignacio Gafo

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