Gillette FSIs mark Cavalcade of Sports

Gillette Canada will drop 3.8 million freestanding inserts on Sept. 7 in homes across the country as part of a major corporate promotion running until the end of the month.This marks the 24th year the Montreal-based company has held its Cavalcade...

Gillette Canada will drop 3.8 million freestanding inserts on Sept. 7 in homes across the country as part of a major corporate promotion running until the end of the month.

This marks the 24th year the Montreal-based company has held its Cavalcade of Sports promotion, which it uses to build awareness of the Gillette name and specific product lines.

The product focus during the program, which began Aug. 29 with the national launch of a 30-second tv spot, will be on Gillette’s top shaving and personal care brands.

These include its SensorExcel shaving system, which is designed for men, and its Sensor for Women shaving system.

Also featured will be Gillette Series Cool Wave and Gillette Wild Rain male grooming products

The promotion centres around a sweepstakes in which Gillette will give away 10 trips to the 1995 Grand Prix auto race in Montreal.

Trip winners qualify to win one of four Chrysler vehicles – two Neons, a Dodge Caravan and a Dodge Ram 1500 SLT – to be given away on race day.

Gillette’s ad agency in English Canada is bbdo of Toronto. Its Quebec agency is PNMD Publitel, a unit of bbdo.

The tv spots will air for two weeks, after which the media plan calls for a shift to 15-second spots for an additional two weeks.

The promotion will also include in-store displays, point-of-purchase materials and co-op advertising.