Gillette launches Fusion ad campaign promoting product value

BOSTON Gillette, which is part of the Procter & Gamble company, has launched a new Fusion advertising campaign that reinforces the value message for consumers.

The cornerstone of the campaign is the message that consumers can get the Gillette blades for as low as $1 a week. The claim is based on average national retail price and consumer consumption of refill cartridges.

The new Gillette Fusion television ad, featuring NASCAR star and Gillette Young Gun Carl Edwards, focuses on the performance of Gillette Fusion through shots of the razor and the sounds of revving engines. The ad asks, “In the world of high performance, what machine can you run for as low as $1 a week?”

According to P&G, in the United States, nearly 70 percent of men use a wet shaving system like Gillette Fusion. Overall in the United States, men?s blades and razors account for $2 billion in annual sales.