What’s New? Here’s How To Break The News…
Man or woman, beard-less or mountain man, you have to admire the recent Gillette Fusion campaign.
Admit it...you've seen it. And many of you are curious.
The main thing I want to talk about here is the method they've used to release this.
They've built anticipation.
Gillette has been running commercials for a few weeks now "teasing" the new product - and promoting the release date. By doing this, they've created curiosity and anticipation in the minds of the shaving public.
Sure, they could have just broken out on the scene with the new product on the release day - like happens most times. But apparently they want more. They want something bigger and more worth paying attention to and more worth talking about. Hmmm.
The release, of course, will occur in a Super Bowl ad. How fitting. Frankly, one of the best uses of a Super Bowl ad I've heard of. Because that single ad (or several ads) isn't left to carry the entire burden of the advertising job. It's the pinnacle - the arrival - of a journey the advertiser had walked us through over 3 or 4 weeks. Thus far, Gillette has been running a campaign promoting the campaign.
OK. So who cares? You're not running Super Bowl spots and neither am I.
But there is a lot to learn from this example. Creating curiosity and anticipation around an impending product launch or new promotion is something we can all do - with a little planning. And by doing so, you separate your product or promotion from the pack - making it something worth noticing and talking about - instead of leaving it to be just another forgettable advertisement.