A press conference at Boston’s World Shaving Headquarters unveiled a new tie-up between Gillette and Stark Industries resulting in a set of four prototype razors built with Avengers-inspired technology.
The objective of this (fictional) Marvel movie and personal care marketing collaboration is to ‘re-imagine the future of shaving’ and usher in ‘the next age of the way you shave your face’.
The launch press event, which featured a surprise appearance by legendary graphic novelist Stan Lee and a presentation by Gillette shave care research and development director Stew Taub, unveiled the Repulsor 1 (inspired by Iron Man), UltraStrike (inspired by Captain America), Thunder (inspired by Thor) and XL Gamma (inspired by The Hulk).
The four new razors to emerge from the joint R&D project purport to use Arc Reactor Technology, Uni-Beam Pulse Bolts, Super Soldier Technology, Stress-Triggered Sensors, plus Unstable Molecular Structures that can increase up to 700% in razor mass and brute shaving force.
‘Gillette has developed one of the best shaving technologies around, but we wanted to see how Avengers-inspired technology would work in a razor,’ said Abe Zimmer of Stark Industries at the event.
‘Before using the products, you may want to do a half hour meditation and come to the sink relaxed,’ Zimmer cautioned.
Yes, really!
(Well, actually no, not really!)
‘Stark Industries and Gillette are bringing immeasurable power into your life, into your home…into your bathroom,’ boasts the campaign’s trailer-like YouTube innovation film,.
plus a supporting (and explanatory) follow-up spot called ‘Aftermath’.
The campaign drives consumers to the initiative’s web platform at http://bit.ly/GilletteAvengers by urges users to ‘learn more about the new products, or tell us who is your favourite Marvel Avenger’
Where we find that the underlying activation actually promotes Gillette Fusion ProGlide with FlexBall Technology (inspired, or not, by the new movie Marvel’s Avengers: Age of Ultron).
It is Gillette’s most advanced razor – designed to respond to facial contours and provide maximum contact to get virtually every hair.
This brand alliance movie promotion marketing stunt began with April Fool’s Day spots on Korean YouTube, then evolved via promo briefcases sent to local Boston press touting the press event, before the news conference itself (which was hosted by actual Gillette CEO Charlie Pierce and was live streamed).
It also included a real-world joint Gillette/Stark Industries sign on the top of Gillette’s global headquarters in Boston.
Marvel’s ‘Avengers: Age of Ultron’ opens in cinemas on 1 May.
Comment
It should, of course, go without saying that Gillette isn’t actually launching a new line of razors inspired by Avengers technology.
After all, the spots end with the narrated line: ‘Shaving rebuilt with Avengers technology. Coming soon! Maybe.’
However, Gillette has promised that there will be limited edition replicas up for grabs for a few lucky fans through a social giveaway.
This fake press conference and spoof commercials for non-existent products is actually fairly funny.
Perhaps it is the detailed Marvel universe in-jokes that help mark it out as more than just a silly spoof, but rather as a fully-fledged, integrated brand alliance creative comic promotion.
Links
Gillette / Avengers Website:
http://gillette.com/en-us/avengers-razors
P&G Stark Industries Press Release
Gillette Blade Subscription Site:
http://j.mp/YTGilletteSubscription
Gillette YouTube:
http://www.youtube.com/subscription_c…
Gillette Website:
http://www.gillette.com/en/us/home.aspx
Gillette Facebook:
http://www.facebook.com/gillette
Gillette Twitter:
http://www.twitter.com/gillette
Marvel ‘Avengers: Age Of Ultron’ Website:
http://marvel.com/movies/movie/193/avengers_age_of_ultron
