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CASE STUDY: Gillette targets young men with The Sun

Provided by Newsworks
How Gillette Fusion partnered with The Sun's 'Striker' cartoon strip to drive up sales, enhance ad recall and brand recognition

What was the Challenge / Background of the Campaign?

Gillette Fusion wanted to capitalise on The Sun's substantial male newspaper and online readership to drive sales and awareness.

What was the Campaign Objective?

Drive sales and brand awareness

What was the Solution?

Gillette Fusion sponsored the 'Striker' comic strip for the 2006/2007 season. This included Gillette Fusion branding on the 'Striker' comic strip as well as featuring as the sponsor on the Warbury Warriors football kit. Gillette Fusion also ran a one page advertorial in September 2006 alongside the sponsorship activity. The company also advertised on The Sun online website and the Striker microsite to compliment the newspaper campaign.

What were the Results?

-72% of readers recalled seeing Gillette advertising in The Sun -25% of online users were aware of the activity on The Sun's website -59% knew the 5 razors were for comfort and the one razor for precision -57% knew Gillette Fusion has a precision trimmer blade -60% knew that Fusion has 5 razors at the front and one at the back -47% said they would consider buying Gillette Fusion in future -8% had recommended it to a family member/friend -6% had visited the Gillette Fusion website

What were the Key Learnings of this Campaign?

Striker provided Gillette Fusion with an excellent environment to promote their product. By sponsoring the 'Striker' comic Gillette Fusion were able to reach their target audience leading to exceptional cut through and increased consideration for the brand

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsThe Sun Readers
16 - 24
25 - 34
35 - 44
Male
ABC1
C2
DE
NATIONAL PRESS
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearDRIVE PENETRATIONSPONSORSHIP / MEDIA
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