Case Studies: Gillette
Need for Innovation
Sponsorships were negotiated with the NCAA, MLB and World Cup. A promotional platform was in place, the Gillette Challenge Series, where fans participate in simple sports activities to win $1 million
But something was missing.
How would Gillette build an equity with these disparate million dollar shots?
Stage these event live on network TV during broadcasts of marquee events like the World Series and the Final Four. Negotiate added value promotional exposure with the networks. Hire a celebrity athlete to coach the contestants. Use public relations to make the program seem omnipresent.
During the past decade, The Gillette Challenge Series became a sports marketing beacon. It annually delivered double-digit share increases and was seen by millions via live network broadcasts.
It also became the industry's most widely copied promotional platform.
They say imitation is the sincerest form of flattery.