Gillette Supports 'Movember'

Boston — Procter & Gamble’s Gillette brand activated its status as official partner of the Movember Foundation – a nonprofit that raises funds to combat prostate and testicular cancer and male mental health challenges – by launching a “Team Gillette” campaign that supported the charity and promoted P&G’s Gillette Fusion ProGlide Styler.Movember, both a global charity based in Culver City, Calif., and a growing shopper season, encourages men to begin November clean-shaven and grow a “mo” (moustache) during the month. Participants are referred to as “Mo Bros,” and women who support the cause are “Mo Sistas.”Model Kate Upton served as captain of Team Gillette, and the effort kicked off on Oct. 29 with a ceremonial shave-down event at Gillette Stadium in Foxborough, Mass., featuring various professional athletes.As an official sponsor in 2013 after first participating in 2012, Gillette was able to use the Movember logo on its marketing materials as well as have global category exclusivity. The Integer Group, Lakewood, Colo., produced in-store elements that featured a sepia-toned image of the company’s founder, King C. Gillette, looking stylish in a three-piece suit and prominent moustache. Materials carried “Style your mo’! Help change the face of men’s health” and “Trim, shave, edge with one tool!” messages, as well as a call to register at Movember.com.“We were able to secure stronger retailer support behind the initiative this year,” says Susan Oguche, Gillette communications manager. The brand partnered with Kroger for in-store displays and on-pack stickers, and with CVS/pharmacy and Target for on-pack stickers.Consumers who joined the team (i.e., registered) at Movember.com/Gillette were able to donate, track their donations, post photos of their ’staches and view a team roster. To encourage participation, Gillette made $100 donations for each of the first 250 men and women to sign up. The brand awarded on-field experiences at National Football League games, signed gear from celebrity teammates and unique pieces from artists curated by Complex magazine throughout the campaign. Consumers who raised $50 or more were entered for a chance to win a January trip to the NFL Pro Bowl game in Hawaii.Gillette engaged consumers through its Twitter, Facebook and Team Gillette Movember pages using #Movember and #TeamGillette hashtags. (Ketchum, New York, handled the campaign’s PR and social media components.) The brand also employed display and mobile ads through outlets such as Men’s Health, The Onion, BuzzFeed and GQ.P&G distributed $5 coupons for the Fusion ProGlide Styler and mirror clings of various moustache styles at Nov. 1 events in New York, Chicago, Los Angeles, San Francisco, Houston and Boston.On Dec. 3, Gillette held a post-Movember shave-down event at Gillette Stadium.While Gillette did not disclose specifics of its marketing spend, “Both years were hugely successful in terms of dollars donated and consumer participation,” Oguche says. According to Team Gillette’s Movember page, 286 consumers registered and more than $50,000 was raised.This was a global effort, Oguche adds, as activities also took place in the U.K., Canada and Australia.

Gillette Supports 'Movember'

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