I pick up the Herald Sun each morning on my way to work. I toss the Indian bloke in the 7-11 a dollar coin and off I go. But this morning he made me stop and gave me 50c back....He uttered something about a mini-tooth wiper thingy being inside.
Hmm. Apparently, Gillette, which is in the process of merging with Proctor & Gamble to create the world's biggest consumer products company, came up with the idea of spending several million dollars on Australia's biggest ever single day sampling exercise by funding a halving of the cover price of papers including the Herald Sun, The Daily Telegraph, The Courier-Mail and The Advertiser. That gives them a reach of more than 2 million people, who all got a sample an Oral B mini tooth wiper.
As Stephen Mayne at Crikey said today, "I never imagined buying a dead tree splattered with filthy ink and then taking something out of it and cleaning my teeth, but it happened this morning." Sure did.
They are an innovative lot over at Gillette.
When they launched Mach 3 in Sydney, everyone who went through the Sydney Harbour Bridge toll for a day was paid for by Gillette, resulting in a stack of press coverage. More recently they painted a Virgin jet to look like a razor to promote the launch of a new power shaver.
Why do this? It is a fact that internet and viral marketing is on the rise as television and newspapers decline, prompting the marketeer to try more and more crazy concepts to stay in the game with the big-spending global consumer giants.