Gillette, Experiential, and Shared Fundamentals

Author: Tammy Derrigan (14 Articles)

Dir. of Marketing: rocker | social media zealot | lover of the beautiful and the absurd

Gillette’s “Uncut” campaign is a brilliantly produced series of short music films featuring four of today’s top music artists/acts. Rather than jamming these artists into typical celebrity spokesperson roles, Gillette opted to give consumers something they couldn’t get anywhere else – a ringside seat on tour with – and in the dressing room of – will.i.am (Black Eyed Peas), All American Rejects, Mark Hoppus (Blink 182), and Tim McGraw.

Give something of value.

will.i.am, Black Eyed Peas

Danny Clinch, whose extensive experience with rock photography and live concert films is apparent, delivers a brief yet intimate look into life on tour in authentic rock-umentary fashion. With delivery ranging from thoughtful to inspired to cocky, the artists invite viewers to experience their private pre-show rituals.

Make it great and people will talk.

Tim McGraw

Not surprisingly, every short film includes shaving in the preparations, but it’s done with a touch so deft it feels completely natural. Consumers who want to dive deeper (and who have the patience for things to load) can learn how to “shave like a rock star” with assorted Gillette (and P&G) brands on the website.

Deliver brand message with authenticity.

All American Rejects

While I’m not Gillette’s target market, as a consumer/marketer/music-lover I’m impressed on multiple levels by this campaign – and I’m talking about it. If more brands considered how to add value to their consumers’ lives, advertising as we know it would be dramatically different.

It’s no surprise that experiential marketing has become a staple in the marketing mix of thoughtful brands – it intrinsically delivers value to consumers. When experiential marketing is designed, planned, and executed properly consumers talk – in person and via social media – about the brand experience, ultimately resulting in substantial ROI.

Generate WOM to deliver ROI.

So congratulations, Gillette!  You’ve certainly captured my attention.  While you probably didn’t design “Uncut” with experiential marketing tenets in mind, it’s clear that we share a fundamental approach to winning the hearts and minds (and buying power) of consumers.  Any time you want to talk, I’ll be backstage getting ready for the curtain to rise.

Mark Hoppus, Blink 182