I interviewed for a dream job as a brand planner at BBDO on Gillette a couple of years ago. Had a great non-lunch, the interviewer told me my views were unique and had ballast (my word, it was 2 years ago.) The next step was to send some planning samples and creative to the boss, which I did. It was, sadly, a poor digital package. Not BBDO-like.
Today, I’m reading about a reality web series being sponsored by Schick razors in Andrew Adam Newman’s NYT ad column and all parties are saying the wrong things, so the effort will no doubt be lackluster. Clean break is the idea. We know they are talking clean break from Gillette, but they suggest the strategy is otherwise. It got me thing about Gillette’s strategy. And all I can come up with is the word “man.” And an assortment of new products. I shave with a Gillette 5 days a week, and I am a man. Beyond forward thinking expensive product, I haven’t a clue what their idea is.
Since I did not get the job, I’d love a chance to talk to the person who did to discuss and plumb the idea. Could it be just to let Schick waddle forward? I doubt it. Branding is about claim and proof. Organized. Man, product innovation and I’ll throw in some smooth are okay planks, but without an idea to bind them, they lose muscle memory. Peace.