Most of us are familiar with the Coke vs. Pepsi taste tests, as well as countless other ads revolving around product comparisons; from AT&T vs. Verizon to Mac vs. PC. All of these that I’ve mentioned have at least one common thread, and that is that one brand is comparing itself to its chief competition in the product category.
Enter the Gillette Fusion ProGlide razor, Gillette’s latest technologically-advanced facial lawn mower. In the non-electric razor market, it is Gillette and then everybody else. Don’t believe me? Here’s one of the ads for this campaign, which has been running since last summer. What’s wild about this is that their biggest problem seems to be getting loyal Gillette customers to buy a NEW Gillette razor. That’s right. They aren’t comparing their new ProGlide razor to a Schick or a Bic, but instead against a razor that they themselves created back in 1998!
How would you solve this odd problem that Gillette is currently facing?
The best so far, the rest, under par.
Thanking you and all your team.
I want to buy a competitor’s product but can’t find one. The new gillette and the pricing is absolutely unconscionable. $50.00 for a few blades? What the heck. Who is the competition? Does it have a name?