GILLETTE'S GAME FACE
llette Co. here will return to its roots with a new campaign focused once again on its well-known slogan, "Gillette. The Best a Man Can Get." Along with the return to its aspirational signature, Gillette had teamed up with Sports Illustrated and football great Steve Young to host a national consumer contest called, "The Best Game Face a Man Can Get," in which contestants competed for a chance to appear in Sports Illustrated and win prizes worth over $20,000. The ad component of the campaign began with a 60-second spot featuring the company's Mach3 Turbo shaving system, which aired during the Super Bowl. Future ads will appear on prime time, late night, sports and cable entertainment programming throughout 2004.
LOS ANGELES -- With a "come one, come all" approach, Columbia TriStar Home Entertainment here is celebrating the re-release of the "Swan Princess" animated movies with special promotions geared toward children and their parents. "The Swan Princess: Special Edition" and "The Swan Princess: The Mystery of the Enchanted Treasure" will be released on DVD for the first time in late March. The DVDs, featuring sing-alongs and games, will include in-pack coupons for a variety of companies. Kozy Shack Pudding Products, Chuck E. Cheese and Legoland will offer coupons for child-oriented products and activities, while Days Inn will cater to adult consumers with coupons for 10% off a stay in one of its hotels. Both DVDs will have a suggested retail price of $19.95, with the two-pack having a list price of $29.95.
Chicago -- Unilever thinks smart shoppers look for less. Unilever's Suave brand entered into a yearlong strategic partnership with The Style Network's "The Look for Less" program to create a multifaceted campaign targeted at shoppers. The endeavor started in late January with the launch of Suave's Search for America's Smartest Shopper, and will conclude with a special episode of "The Look for Less." The campaign, which includes comprehensive retail, promotional and public relations aspects, features Elisabeth Hasselbeck, host of "The Look for Less."