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Thu 30 Jun 2005 04:00 AM

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Gillette scores with Beckham

Gillette’s ‘Bend it with Beckham’ promotion that saw the England and Real Madrid star front a region-wide marketing and advertising push has been hailed as a huge success by company bosses, with sales of its razors, blades and shave gel increasing by 20% during April and March.

Gillette’s ‘Bend it with Beckham’ promotion that saw the England and Real Madrid star front a region-wide marketing and advertising push has been hailed as a huge success by company bosses, with sales of its razors, blades and shave gel increasing by 20% during April and March.

The campaign, the largest consumer promotion for Gillette across the Middle East, Africa and Europe this year, resulted in a consumer retention rate of 7%, beating the global standard of any FMCG campaign, which usually falls between 3 and 4%, Gillette claims.

“Consumer response to the ‘Bend it with Beckham’ competition was overwhelming in the GCC, which means that choosing David Beckham as a grooming icon appeals greatly to the region’s football fans,” said Dion Stander, regional business manager, blades and razors at Gillette.

“This success also means that our partners from the media, logistics management, telecommunication and trading industries who took part in driving the execution of the campaign did a fabulous job.”

Gillette’s communication agencies involved in the promotion included Memac & Ogilvy, Mindshare, and Impact Porter Novelli.

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