Gillette: The Best Value a Man Can Get?

Here’s another example of how the recession is cutting into a company’s marketing plans. For years, Gillette executives have been able to sell men on the benefits of trading up to a better, more comfortable shave. Now, the company is extolling the value angle when it comes to the morning shaving routine.

The worldwide shaving leader recently launched an advertising campaign reminding consumers of the value of Gillette’s most advanced blade technology. The cornerstone of this campaign is the simple fact that guys can get the blades for Gillette’s most comfortable shave for as low as $1 per week … less than most men spend on a cup of coffee every morning. The claim is based on average national retail price and consumer consumption of refill cartridges.

The new Gillette Fusion television ad, featuring NASCAR star and Gillette Young Gun Carl Edwards, focuses on the performance of Gillette Fusion through sleek shots of the razor and the sounds of revving engines. The ad asks, “in the world of high performance, what machine can you run for as low as $1 a week?” Edwards notes that, for as low as $1 a week, Gillette Fusion blades, is “money well spent.”In the United States, almost 70% of men use a wet shaving system like Gillette Fusion. Overall in the U.S., men’s blades and razors account for $2 billion in annual sales. Gillette Fusion has quickly become one of the most popular men’s shaving systems.