GILLETTE FUSION
The Gillette Fusion razor deserves a launch of its own: creating expectations linked to a celebrity’s need for a super-shave and announce the advent of the Fusion as the answer to the demands of the most discriminating consumers.
Rino Gattuso, in front of 80 journalists, proclaims the ‘shaving strike’ and joins the protest until the Fusion razor is available. The strike is on and is spread through all possible communications media (50 thousand visits to the Ringhio site alone).
Finally the Fusion arrives and Gattuso, together with all his fellow strikers, can shave with the satisfaction they demanded: 5 thousand individuals join in a collective ritual.