Gillette goes subscription-based

It didn't take long for Dollar Shave Club and Harry's to peer-pressure the Procter and Gamble holding to join the subscription-based razor market. It's unsure how much market share Gillette stands to gain by this move. But to put things into perspective, the company pays $7M a year to the New England Patriots just for naming rights to their stadium, and made an estimated $7.9B in revenue last year, making it one of the most profitable darlings in the P&G portfolio. Read the entire Annual Report HERE.

What really surprised me was that Gillette stuck with 'Shave Plans' to refer to their service (see Harry's). It felt like a lazy move. 

 Harry's use of white space, sans-serif type, minimalist approach and packaging gives it a premium feel.

Harry's use of white space, sans-serif type, minimalist approach and packaging gives it a premium feel.

The takeaway: Gillette gets it, kind of.

Pivoting to a subscription model allows Gillette to capture a segment of users who aren't ready to drop $30-40 for a box of cartridges (Isn't that like a Cricket phone bill?!). And considering brand loyalty, I'm sure lots of men would welcome the savings. On the design side; however, the execution of the campaign looked like every other Gillette collateral—in such lockstep with the brand, that it was hard to distinguish that we were seeing something new and innovative. When I received the mailer, I initially thought it was another set of coupons and debated tossing it in the recycle. It wasn't until I paid closer attention that the subscription language caught my eye. 

The design was consistent with Gillette's men's line (sporty, bold, in the blue/orange palette), but when you put it side-by-side with the clean use of white space and premium packaging (Harry's) or the hipster feel of Dollar Shave Club, Gillette's entry into the shave club lacked excitement and felt almost disingenuous; like when your mom finally joins Twitter and then you have to tell her all the cool kids are now on Snapchat.

 Dollar Shave Club channels its inner-hipster and goes all manly-man by piling on the wood, with lots of brown and burnt orange tones. 

Dollar Shave Club channels its inner-hipster and goes all manly-man by piling on the wood, with lots of brown and burnt orange tones. 

 

 

 

 

Send in the drones

A few weeks ago I had the pleasure of spending the morning with real estate agent, Doug Trudeau, who piloted the first Federal Aviation Authority (FAA)-approved drone flight for real estate marketing purposes. In order to receive that exemption, the Tucson agent had to meet an exhaustive list of conditions as well as register his aircraft with the FAA.

"I'm doing it legally, because I see it as a matter of ethics and integrity." said Trudeau. But it's also a matter of providing his clients with a full arsenal of tools to close the sale. "To me it's just a tool that I use with my other video tools to bring out the best of the house so that the seller can get their highest dollar amount and the fastest sale for the home."

In order to fly the quadcopter Trudeau brought along his private pilot with UAS experience to control the aircraft; the two collaborate on assignments often.

Pausing to take in the moment, Doug spoke about what this means for him. "I've been invited to shoot video in Nevada; I was invited to go to Maui!...This has been a fantastic adventure for me."

As for me, this was my first on-location audio shoot, which brought about a new set of acoustic challenges all their own. On the upside, the weather in Tucson couldn't have been better! Following a June rainstorm, the early desert setting was perfect to witness Trudeau's inaugural flight (although standing next to film crews from KVOA, KGUN, and KOLD I felt a little outgunned with just my Canon T3i in tow). What's that saying about bringing a knife to a gun fight?