From leisure suits to Kenny Loggins, the 1970s gave us a lot that we’d rather forget. But it’s nice to know that not everything from that decade has lost its appeal.
The annual Gillette Cavalcade of Sports promotion was first introduced in 1971, and has been going strong ever since, says Gail MacDonald, director of promotion, sponsorship and event marketing with Mississauga, Ont.-based Gillette Canada.
As a company that markets everything from disposable pens and razors to batteries, Gillette was looking for an umbrella program that would unite all of its premium brands. The result was the Cavalcade, a program designed to bring them together under a common theme in a concerted effort to drive sales during the late-August and early-September back-to-school season.
The Cavalcade is a made-in-Canada program, MacDonald notes – not an adaptation of a U.S. effort.
The concept has changed little in 30 years, she adds. The promotion always features a dramatic, sports-related grand prize – back in 1971, it was a trip to the summer Olympic Games – and is supported with both TV advertising and in-store activity.
Different brands may be played up in the promotion from year to year. Several years ago, for example, Gillette’s SensorExcel shaving system was spotlighted prominently. This year, much of the attention will be focused on the Mach3 system and the Duracell Ultra line of batteries.
While the essential components of the Cavalcade have remained consistent from year to year, MacDonald says a long-running promotion needs to be refreshed constantly. Hence the emphasis that Gillette places on finding new and unique prizing.
"We have to be innovative," she says. "That’s one of the reasons the Calvacade has such great staying power."
Last year’s theme, for example, was "Sports Celebration 2000." Winners were invited to an interactive sporting event at Toronto’s SkyDome, where they had the opportunity to meet a number of celebrity athletes. In addition, they received their choice of six fantasy sports trips anywhere in North America (including Hawaii) – plus $25,000 in spending money.
MacDonald says the company tries to offer prizes with appeal to a wide audience – not just sports enthusiasts.
Because Gillette products span many demographics, she explains, "we have to put in elements to appeal to the non-sports fan." Travel, cars and cash all tend to figure prominently, since these are things in which just about everyone is interested.
(The company has also moved away from offering second and third prizes, MacDonald says. "One large grand prize has more impact.")
Cross-promotional efforts help Gillette beef up the prize package without breaking the bank. Last year, for example, the company partnered with DaimlerChrysler Canada on the Cavalcade of Sports. The automaker provided a vehicle as part of the grand prize, and in return was featured in the TV and in-store campaign supporting the promotion.
The fact that the Cavalcade has such a long and impressive track record is a plus when trying to sign up promotional partners, MacDonald notes.
Gillette develops the concept for each year’s program in-house. ("We get together and throw around ideas," she says. "We just brainstorm.") Freelancers are called in to assist in creating the television spot and the in-store material. Creative decisions are based on current trends, as well as the company’s sense of what holds appeal for consumers.
Supporting material has to be kept fresh, MacDonald adds. Too many long-standing promotions roll out similar creative year after year, leaving consumers with a been-there, seen-that sensation.
Getting retailers involved is another key to the Cavalcade’s success – the more actively they participate, the better the odds that it will deliver results. That’s why, for example, Gillette invited retailers to a special event at SkyDome this past March in an effort to showcase the 2000 promotion and encourage them to buy in.
It’s a win-win situation, MacDonald says: The promotion drives sales for Gillette, and creates in-store activity for the participating retailers.
Also in this report:
– Promotions with legs: Brands reap rewards when programs have longevity p.17
– Roll up the Rim major player for Tim Hortons: Long-running promo offers chance to win with every coffee purchase p.22
– Coffee cup promo spawns imitators p.23
