GILLETTE SWEATS IT OUT AT BOOT CAMP
By Adnews Staff
The Gillette Company, based in Boston, is targeting "today's confident young women" with a new advertising campaign for its Soft & Dri anti-perspirants and deodorants. The 15-second spot, called "Boot Camp", was created by BBDO New York and adapted for the Canadian market by BBDO Montreal. Running during daytime and prime time programming, the spot depicts a group of women in camouflage clothing performing a synchronized dance. The tagline is "Strong & Beautiful. Just Like You." The campaign is part of a marketing effort to increase awareness of the overall "Gillette for Women" brand, which consists of the company's female personal care products including the Venus shaving system, Satin Care shave gels and Soft & Dri. The "Boot Camp" advertising campaign will run until the end of the year