• by admin , December 9, 2011

When stranded in shark-infested waters, don’t shave with a disposable razor. Gillette used scare tactics to increase sales for its Fusion ProGlide by partnering with Discovery Channel’s “Shark Week” to create “The World’s Scariest Shave” video. Two men, side-by-side in shark cages, begin shaving, one with a disposable razor, and the other with Fusion ProGlide. The man using a disposable razor nicks himself and soon finds his cage surrounded by sharks. Rich Media click through rates increased 125% and ProGlide sales increased 294% over last year.