More and more, brands in Brazil are beginning to make use of media and non-traditional ways to reach its consumers and build their images. But few still dare to give up a traditional advertisement campaign to launch new products.

To launch the two razor blades that provide a unique experience to consumers, we organized an event like no other in Brazil, and as big as a Grand Slam. For this, we invited the most important names of world tennis. Leading these players, he who is the number 1 tennis ambassador of Gillette: Roger Federer.

The event had exhibition games, presentations in touristic points of São Paulo, tennis clinics in needy communities and PR actions.

In 4 days, the event attracted over 35,000 people. Repercussion in the national and international media, in more than 1,400 communication vehicles, generating US$ 22 million in media value. The association between Gillette and tennis in Brazil grew from 17% to 40%. Gillette Venus reached a market share of 12.1% in the women’s razor blade segment (US$ 800,000 in sales). And Gillette Fusion Proglide reached US$ 328,000 in sales, exceeding expectations by 150%, helping Gillette reach an 82% market share of the total Brazilian razor blade market.