Why did Gillette send a man around the world to see how far one cartridge would go?

17 Dec


They couldn’t have figured that out by keeping the guy at home?

Is travelling a torture test for razor blades? Do beards grow more heavily when you’re hiking in Patagonia and being shuttled through the water canals in Thailand?

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This promotion is entirely irrelevant to the point Gillette is trying to make.

Substitute any other long-lasting item in here and see what I mean:

>> Sunlight sent a man around the world to see how far a bottle of concentrated laundry detergent goes! 

What would have worked is if the torture test they applied here actually said something about the product and its ability to last. Imagine if the razor blades were key to survival – sawing through ropes, or decapitating an alpaca gone feral. And then you still got a clean, close shave.

I’d buy that.



4 Responses to “Why did Gillette send a man around the world to see how far one cartridge would go?”

  1. Tom Hudock December 17, 2012 at 11:59 am #

    A Gillette razor travels safely in a toiletry bag (unheard of) at a blistering pace of 5 weeks around the world (inconceivable) with a guy who shaves once a day (a high maintenance dude) and that’s not enough of a torture test?! Crazy talk. That should be amazing enough for us mortal men.

    • Doug Brown December 17, 2012 at 12:03 pm #

      Tom, I will admit I didn’t factor air velocity, fluctuations of heat/humidity, nor the relative density and lubricating properties of foreign shaving creams into my analysis!

      • Tom Hudock December 17, 2012 at 12:22 pm #

        I wrote that before my Monday morning coffee, so it was a little sassy. I’m better now, which got me thinking.

        Friends of mine have kids in their early 20’s and all they talk about is travelling the world before they get serious about a career. One traveled through Australia and New Zealand working on farms to pay his way as he ventured to new places. Another worked on large sailboats for a year hosting parties and rich people’s adventures in the Mediterranean.

        I think Gillette was trying to appeal to these young wanderers but, like you say, they missed the mark. It just didn’t resonate like Nike’s from their Make It Count http://youtu.be/WxfZkMm3wcg campaign.

      • Doug Brown December 17, 2012 at 12:25 pm #

        You know what Tom, I think they went wrong by focusing on aspiration and trying to weave a torture test in there. They are two different things. As pure aspirational advertising it works well, made me want to go and swim with sharks – no razor knicks to attract them either! 🙂

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