Gillette backs M3 razor with 'vibrating' FHM tip-on

November 24, 2004

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Gillette backs M3 razor with 'vibrating' FHM tip-on

LONDON - Gillette is to promote its latest M3 micro-pulsating razor with a vibrating ad stuck to the cover of lads' mag FHM.

The tip-on ad, intended to imitate the razor, will appear on 100,000 copies of the January issue, offering readers a range of M3 Power prizes.

The six-figure deal was brokered by MindShare, with creative by Emap Advertising's Creative Solutions team.

FHM readers can also enter a competition via the Gillette website to win a weekend emulating the lifestyle of David Beckham, who signed as the face of the brand in May in a deal reportedly worth £40m.

Gillette began its biggest UK marketing campaign to date in September, to back the launch of its M3 Power razor (Marketing, 8 September).

The shaving brand has also broken its first campaign to back its official sponsorship of the England rugby union team, with press ads featuring captain Jason Robinson.

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Marketing