Gillette today debuts a 15-second spot for its Soft & Dri anti-perspirants and deodorants titled "Boot Camp." The ad, from BBDO in New York, features camouflage-clad women in a military setting and mixes Army-style drills with synchronized dance. The tagline: "Strong & beautiful, just like you."
The execution will air on "Dawson's Creek," "Buffy the Vampire Slayer" and elsewhere in an attempt to reach women between the ages of 12 and 24. Similarly themed print ads will appear in September issues of "CosmoGirl," "Self" and "People."
The Soft & Dri brand has received little paid ad support in the past few years -- but recently installed Gillette ceo James Kilts has mandated that the Boston-based personal grooming giant work harder to promote its various product lines.
Gillette's Duracell two weeks ago got a separate commercial boost, with BBDO launching ads for the brand featuring industrious worker bees powered by Duracell batteries. A global $100 million push for Gillette's Venus women's razor was unveiled earlier this year; ads for a high-end men's razor, likely to be named Mars, are expected in the fall.
Kilts, as part of a broad plan to turn around the company's sagging fortunes, in June, said Gillette will "review" its vendor relationships and seek improvements and efficiencies in all areas, including marketing. Some sources have predicted a full-blown agency review for some or all of Gillette's $500 million global business based on those comments. Gillette representatives have said no agency searches are planned.