Custom Product Development
Ketchum, Gillette’s PR Agency
Fusion ProGlide Flexball Kits
Q: What was the objective?
A: To introduce Gillette’s latest innovation to journalists and to encourage them to try out both the old and new razors to feel the difference.
Q: How did you solve their problem? What kind of solution did you come up with?
A: The kit includes the old Fusion ProGlide razor, the new razor with Flexball technology, a can of shaving gel and manual packaged in a two-layer custom foam insert. The Gillette-branded Pelican Case is orange to highlight the focal color of the Flexball. A silver dog tag stamped with the campaign’s Twitter hashtag is the finishing touch.
Sunrise’s Fulfillment Team kitted the items together and drop shipped to 250 individual recipients in May 2014.