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Gillette's obsession with brand

Gillette’s Fusion branding is pretty eye catching.  With it’s distinctive metallic orange and blue colouring, the Fusion razor fairly leaps off the shelves.

What I didn’t understand was the extent to which they have taken their brand identity.  At least, not until I visited the supermarket this weekend. Having travelled to visit family in Kitchener, and having left my razor in Ottawa I was forced to pick up a new razor and a can of shave gel at the local supermarket.  I was struck by how Gillette has changed the identity scheme for all of their products — not just the razor, but also the gel and aftershave — to the same orange and blue.  The effect at retail was as if there was an entire wall of Gillette products, and nothing else to choose from.

Make Gillette's Best Shave Even Better

Paying attention to brand at this level isn’t something that just the big guys can focus on.  In the software industry, we can incorporate UI, corporate image, and more in the identity that we create for our businesses.  Gillette just happens to be very good at it.

And how far did Gillette take their identity?  Well, even the gel dispensed from the can was coloured Gillette Fusion blue.

Obsessive?  You decide.

{ 2 comments… add one }

  • Aydin Mirzaee May 20, 2008, 12:47 pm

    I don’t think they’re too obsessive… the truth is that they are producing a commodity product… when you’re commodity, you better have damn good marketing… btw, I love Gillette :)

  • Mark May 21, 2008, 6:18 am

    King Camp Gilette's "give away the razor, sell the blades" marketing theory is now so extreme that its taken on an almost Monty Python-esque feel. No thanks.

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