KD7 - 7/16/09 Team5 HowArePublicRelations...

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How Are Public Relations  Campaigns Executed? Reccan Dides Kimberly Goughnour Jessica Burford Reece Combs Amanda Durrance 7/16/09 Team 5
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Gillette’s NoScruf  Campaign
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History of Gillette Founded in 1901 by  King C. Gillette Acquired by Proctor  and Gamble in 2005 “The Best A Man Can  Get” Mach3, Venus, Fusion,  Champion, Power  Nitro, etc.
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Porter Novelli International Founded in 1972 by William  D. Novelli and Jack Porter PR Firm part of Omnicom 700 professionals with offices  in Washington, New York,  Boston, Chicago, Austin,  Atlanta, Los Angeles, San  Francisco, and Seattle
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Objective As sales declined in the  following years New “stubble” trend grew as  a greater threat So… Gillette and Porter  Novelli’s overall objective  was to reverse the scruffy  trend and reinvent clean  shaven as the new style
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Research Gillette reached out to Porter Novelli Research indicated that 3 % of women preferred  scruffy men Became the centerpiece of the new campaign Challenge was to actually make men pay attention.  How? 
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Key Audiences/Publics Men ages 18-34. The “scruffy” look was coming into style and  Gillette didn’t want to lose a lot of money of falling razor sales. 
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This note was uploaded on 01/25/2011 for the course PUR 3000 taught by Professor Oyer during the Spring '07 term at University of Florida.

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KD7 - 7/16/09 Team5 HowArePublicRelations...

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