Tuesday, August 7

Gillette Celebrates Olympic Athletes

I'm reading about record-breaking viewership of The Olympics and I have to say that my own little circle of friends would confirm the news.  People are watching The Olympics!  Me?  I'm watching the marketing!

There's been a lot of fairly standard fare, but then once in awhile there's a break out.  For me, it's been Gillette.

While the world was yawning during the Opening Ceremonies in London last Friday night, Gillette was creating a spectacle of Olympic proportions in the Boston Harbor, their hometown.

The brand created a hologram, light, and water show over the Boston Harbor to kick start their Olympic sponsorship and to celebrate their two spokespeople:  Ryan Lochte (swimming) and Tyson Gay (track).  They made it look like Ryan was diving into the Boston Harbor and Tyson was running across it.  So cool!  It became quite the "sharing" rage over social media.

Of course the product was ever present as well, very tastefully done complete with a special edition ProGlide in honor of The Olympics now available at retail.  I don't think anyone minded the overt product placement ... it was well deserved after such an entertainment bonanza!

You can take a look at it here:

Now that is a brand experience, making me an even more loyal Gillette fan.  Bravo!

What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU

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