We developed communication goals to address the marketing objective to achieve a successful launch:1) Orchestrate a multi-faceted communications explosion, creating immediate awareness and excitement for Venus, leading to rapid trial2) Develop highly impactful, relevant and persuasive communications with global appeal to launch Venus3) Clearly communicate the magnitude of the relevant consumer benefits and how these are delivered by the significant product innovations4) Help establish the credibility of Gillette for Women as a company that understands women 5) Create impactful, unique and highly involving advertisingVenus was supported by media in 31 countries in North America, Europe and Asia/Pacific during 2001.The communication goals were addressed both centrally and locally by evaluating the consumption and appeal by medium among Venus’s core target group of women 16-34. Effective and innovative solutions to support a more traditional approach were the result. The strategy was to use standard TV copy as a worldwide base, with the addition of locally developed and locally customised special TV, online, radio, print and outdoor executions. These "secondary" media were used to increase reach and provide more impact and continuity in locally relevant ways.Worldwide strategic guidelines were developed specifying the use of :45, :30, :20 and :15 TV copy to generate broad awareness of Venus, its benefits and its message to "Reveal the goddess in you" quickly.The guidelines also called for various locally developed solutions, based upon local media consumption habits:1) Print, including full-pages and multi-page formats, advertorials and media cross-promotions in relevant women's titles. Placement in "Summer”, “Beauty" or "Swimwear" sections or special editions was specified. Print's ability to reach light TV viewers meant that it was used in 23 of the 29 countries.2) Outdoor was used to increase the stature of the launch and contribute to immediate awareness in the first months of support. Outdoor played an especially important role in driving awareness among the youngest female segments who are light TV viewers, and various executions were placed in strategic leisure and beach environments. Outdoor executions utilised included billboards, street furniture and custom-developed executions for public transport. Outdoor ran from Malaga to Melbourne and from London to L.A., in 11 countries.3) The use of customised long and short-length TV executions and/or sponsorship was recommended where necessary to break through advertising clutter and expand the message on a local market basis. Custom TV executions aired in 8 of the markets.4) On-line media was recommended in those countries in which Internet penetration was magnificent. We aired on-line media in 4 countries.5) All media executions drove women to www.gillettevenus.com. This website was developed in 17 languages. Local websites were developed to provide further information on how to "Reveal the goddess in you". Of particular note were:Sponsorship of VH1’s "Divas" in the UK. This property built on the awareness generated by the initial media explosion, and delivered a unique message for the 25-35 segment via association with a week of programming highlighting women's successes and strengths.The “Venus in motion tour”, a custom built moving Venus show truck, stormed US beaches across the country, providing an incredible sensory experience and an introduction to the Venus razor.In Spain Venus drove the plot in 60-second “takes” for “Periodistas” and “Al salir de clase”, both popular daytime soaps (telenovellas). A 2-minute TV advertorial was also run on “Historias de Hoy” a gossip news programme, where the usual hostess presented the wonders of the new Venus.In Germany, Gillette joined forces with MTV to run a competition to win a trip to the MTV studios in Miami including promotional spots and on-air announcements.In Denmark, Venus sponsored "Sex and the City", a top-value package consisting of both locally designed break-bumpers and spots.Finally, transport advertising rolled out across the world with custom-painted buses in the UK, Spain, New Zealand and Austria (where Venus was the first brand ever to paint buses. The media team ensured that the "one size fits all" approach that has characterised Gillette's approach to advertising was tailored to each market individually to best "Reveal the goddess in you".

The central media team at BBDO WW devised the strategy, and with the interaction of local BBDO and OMD teams across the world, translated it into media plans that addressed central guidelines but capitalised on local opportunities to get young women closer to the brand. Ideas were transferred from more progressive markets to less progressive ones, which resulted in "first in market" media ideas and above all worldwide synergy for the launch of Venus. The Venus launch demonstrates international media agency work at it’s best.

Trial and awareness studies in UK, US, Germany and France showed that after only a few months Venus was demonstrating brand and advertising awareness levels usually observed among long established brands after two-three years of support.In the US Venus exhibited double the trial and purchase levels achieved by Sensor for Women in the mid-1990s.

The launch was the most significant women’s hair removal product launch ever, with sales results overachieved for both razors and blades. On average across the markets in which the product was launched, sales tripled after the start of advertising, with related share gains. For example, within three weeks of consumer exposure to media (starting 14 April), Venus’s share of market rose to over 40% in the UK.

The media team ensured that the "one size fits all" approach that has characterised Gillette's approach to advertising was tailored to each market individually to best "Reveal the goddess in you".

The central media team at BBDO WW devised the strategy, and with the interaction of local BBDO and OMD teams across the world, translated it into media plans that addressed central guidelines but capitalised on local opportunities to get young women closer to the brand. Ideas were transferred from more progressive markets to less progressive ones, which resulted in "first in market" media ideas and above all worldwide synergy for the launch of Venus.