The fmcg company will launch a multi-platform campaign including television, press, outdoor, experiential and digital activity will follow when the razor launches in January.
James Nunn, Gillette brand communications leader says that marketing activity for ProGlide will be different from previous Gillette campaigns.
He says: “Gillette has a history of potentially cheesy ads, but we’re looking to change that and move towards sophistication.”
“Ahead of the launch we’re putting a real emphasis on diving awareness of the brand and the innovation behind ProGlide to help the consumer.”
He adds that the strategy for the brand’s marketing will follow the concept “turning sceptics into believers and shaving into gliding”.
There will be “some presence ” of the brand’s celebrity ambassadors in the activity but Nunn adds that the brand will initially focus on innovation.
Gillette has previously featured high profile sportsmen Roger Federer (pictured), Tiger Woods and Thierry Henry in its ad campaigns.
The brand’s strategy in the UK and the rest of Europe is likely to take a similar approach to the US launch but will be tailored to the local market.
Gillette is also ramping up its digital and social media activity and appointed its first communities manager in January to run its social media activity.
It is poised to launch its first Facebook page which Nunn says will play a significant role in all Gillette’s ongoing marketing communications.