Home » Argentero and De Rossi become “King” for Gillette also on Tik Tok

Argentero and De Rossi become “King” for Gillette also on Tik Tok

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Winning team cannot be touched. He has also kept to the old sporting saying Gillette who this year reconfirmed the former Roma player, Daniele De Rossi, and the actor Luca Argentero as ambassador of the King C. Gillette (Kcg) brand. The line designed by the multinational company P&G for those who want to take care of their beard with ad hoc products, the demand for detergent, conditioner and oil has grown by 200% in one year, thanks also to the two ambassadors.
Not only. In the advertising campaign launched on October 31st, the social platform plays a leading role Tik tok in which the brand wants to add a younger target through fun and engaging content. The social campaign aims to reach 100 million gross users.

For the anniversary of the launch of the Kcg brand, you have reconfirmed both De Rossi and Argentero as brand ambassadors. Don’t you change a winning team?
«Exactly – replies Giuseppe La Pusata, Gillette Italia brand director -. We reconfirmed them as “King” of our team because we wanted to continue speaking to the totality of the male universe. As you know, men with beards are divided into two categories: those with a slightly longer and more refined beard (like De Rossi) and a shorter and more well-defined one (like Argentero) ».
Two complementary ambassadors then?
«Yes, but they represent in equal measure the qualities and values ​​that distinguish our new brand, such as an iconic beard, charisma, style and control of the situation. Furthermore, De Rossi binds us to the sports field to which we have always been particularly fond, while Argentero helps us to communicate our brand also to the female universe, because we know very well that often the purchasing choices of our consumers are influenced by their respective mothers. , girlfriends, companions, wives and daughters ».
Why this link between Gillette and the world of sports?

«It is a bond that has its roots in 1910 and which in 1939 became an integral part of our marketing strategies. In those years Joseph Spang, Gillette’s CEO and sports enthusiast, understood that every sports fan was a potential consumer and that the best way to reach him was through his passions and hobbies. For this reason, he spent 20% of his entire year’s advertising budget on sponsoring the World Series of baseball. It goes without saying that it was a tremendous success! ».
A year has passed since the launch of Kcg, how has the category changed in this time frame?

«The King C. Gillette launch was a great success. We have had excellent feedback from consumers thanks to which we have finally managed to bring out a category hitherto fragmented and unclear. Above all, we have seen the demand linked to “beard care” (detergent, conditioner and oil) grow, with an increase of as much as + 200%. We are market leaders in this category with a 50% share, but we don’t want to stop there, today our goal is to talk to all those men who have a short beard, who represent most of our target audience, presenting products who will prove to be the perfect allies in making them the masters of their style and true Kings ».
Have you increased your investment since last year’s launch?
“We can say that there was a good investment and that after the great success of last year P&G and the Gillette team confirm the investment of the previous year in a macroeconomic context that we know to be somewhat difficult for all companies. globally. During 2021 P&G was the third media investor in Italy and the first on TV, once again underlining growth while other companies returned to the levels of 2019 with a notable rebound so the ranking returned to the standard. Also this year we have chosen to increase the digital vein to reach the young target and to provide a communication that is as tailor-made as possible ».
What kind of investment does this campaign involve and for how long?
«The P & G policy prevents me from giving an economic value to the campaign but I can say that for us this launch is a strategic priority and we treat it as such, the investments are incremental compared to the Gillette world. Our philosophy is “Play to win and not just play to play”. We decided to talk to the 47% of Italian men who have beards; therefore, our investment is developed through a 360-degree plan on all media platforms with a strong focus on TV for its ability to generate awareness ».
On which channels?
“A large part branches out on social networks to drive engagement and have a lively brand that connects with consumers (also because 60% of men with beards are very young). In summary, the total investment was divided for 60% on TV and 40% on social networks. The new TV campaign started on 31 October with the aim of reaching 230 million gross contacts throughout the period through all available television networks (both paid and unpaid).
And the social campaign?
“The social campaign also began on October 31, involving influencers on their Instagram (Ig) channels as well as our Ig platforms and those of our two brand ambassadors. Absolute novelty this year is a huge plan on Tik tok which is the nascent social platform that offers the possibility to reach a younger target through fun and engaging content. The social campaign aims to reach 100 million gross users ».

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