Bikini season is upon us; besides hitting the gym and swimsuit shopping, a key accessory in skin-baring temps is a close shave. Gillette Shave Reminder Towels have hit the scene thanks to BBDO Germany, a creative advertising firm that wanted to make it massively obvious to grab your trusty trimmers and prevent any unsightly "grassy" areas.
Setting out thousands of strategically cut-out towels in parks and other naturally overgrown locations around Germany, the campaign made sun-soakers hyper-aware of their usually private stubbly spots and won the agency a Media Bronze Lion award for "best use of ambient media, small scale." The Gillette Shave Reminder Towels might be offensive to some, but to most they're being appreciated as a razor-sharp marketing idea!
Implications - This campaign is product placement at its finest: it's an eco-friendly technique that can still induce the shock-and-awe factor required to gain consumer attention and free media coverage. Advertising while incorporating nature and basic human hygiene in a "going green" generation is both cost-effective and creatively original. The form of advertising itself has also created a byproduct Gillette users may want to own.
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