CANNES VIDEO EXECUTION: GREY NY

INSTORE CONCEPT: TIG

 

Objective: Highlight the benefits of the NEW Mach 3 Sensitive razor in a unique way.

 

Using a popular credential in Latin America (Lionel Messi) our job was to craft a story, at shelf, that showcased a side-by-side demonstration of our razor versus the regional favorite: a disposable.

 

Working with our partners at Grey we created in-aisle tools that used sound to tell the real story. The scratchy sound of the disposable against the smooth hair cutting sound of the Mach 3 Sensitive highlighted the difference between the razors without having to show anything. In the end, the above-the-line, and in-store ideas matched up to create a compelling 360 marketing execution.