Objective: Sell carts by concentrating on
the handle.

 

Gillette had spent year constantly innovating their blade technology in order to give guys the closest, most comfortable shave. But when Gillette created a technology that gave guys a closer shave through the handle, we knew this was something big.

 

My team's job was to make sure that this news was easy to understand for shoppers in North America, as well as for retailers. For the launch, I led my teams in creating the largest NA retailer toolkit Gillette has ever seen. Every single channel activated the demo tumbler as well as taking incremental display for areas outside the aisle - making this the most successful in-store launch in P&G history.