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Gillette is preparing to break a $150 million global push for its Venus shaving system for women with 30- and 15-second TV spots due in April from lead agency BBDO.
The Boston-based personal grooming company says the campaign represents its largest-ever marketing expenditure for a women’s product.
“It’s not your typical Gillette [advertising]” with a heavy focus on product shots, said Michele Szynal, a company spokeswoman. Rather, the effort from New York’s BBDO strives to make an emotional connection with women through a combination of bouncy music, beach scenery and the aspirational slogan, “Reveal the goddess in you.”
Spots employ Bananarama’s ’80s hit remake of the dance tune “Venus” and feature a veritable army of smooth-skinned, bathing suited women.
Ads are slated to break April 2 in the U.S.
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