Gillette Fusion: the best publicity a brand can get

All publicity is good publicity, they say, so Gillette must be delighted with the buzz the launch of its five-bladed razor, Fusion, has created.

As the exciting television ad explains, the Fusion is a “miracle”, which combines “a revolutionary technology and a unique idea”.

Leaving aside the question of how adding yet another blade to a razor is revolutionary or unique, or constitutes a “miracle”, the Fusion has caused quite a stir.

Indeed, who needs overblown sci-fi television spots that make grandiose claims, when in the space of a week the new product has been the subject of a heated debate on Radio 4’s Today programme, become the sponsor of The Sun’s cartoon strip Striker and achieved some astonishingly lumpen and shameless product placement to boot?

There’s nothing for it but to salute the razor-sharp marketing masterminds behind the launch.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here