‘Don’t worry – I AM holding still!’

The launch of a new product is always a major event, but when a troubled company like Gillette announces a “big launch”, expect an OTT occasion.

The dazzling introduction of Gillette’s new women’s razor, Venus, saw a Marketing Week reporter flown to New York to share the company’s jubilation over the product.

Alongside images of hair-free bodies was the spectacle of Gillette vice-president for global business management, Mary Ann Pesce, posing for pictures, holding a massive Venus. Sadly, we couldn’t get Pesce’s pictures, but instead the Diary is pleased to run a shot of Roger Murphy, general manager, UK, shaving a model’s leg with Venus.

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Thanks to Pam Robertson (MW November 2) for highlighting the need to strengthen brand integrity within businesses, especially those where human encounter is a big part of the customer’s experience of the brand. I would offer a couple of additional strategies to those she mentioned, based on experience. First, most employees or partners are independent […]

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