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With the launch of the Gillette Fusion, it's essential to dramatize what makes this razor any better than the rest. It's five blades and precision trimmer make it easier to shave more quickly. Much like the Gillette Young guns, it's a chance for men to shave time off of their daily pitstop in front of the mirror. The TimeShaver Challenge leverages the Gillette Young Guns of NASCAR and literally challenges men to try the Fusion Razor for a better, faster shave for a chance to win a day of driving with the Gillette Young Guns themselves. At its core, it's a watch and win promotion with an embedded driver collector card and unique code that drives consumers online throughout the season to see if they're an instant winner.
In scale, it's a national promotion appearing in major retailers across the country with strong web, in-store, in-broadcast and on-site activation components.
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