On Razors: We’re not consumers we’re advertisers

Alex Barnett blog : Gillette. The Best a Geek Can Get?

“I love Gillette. Over the years they’ve brought out great products that ooze technological advancement. This latest offering does it for me. I’ve stayed away from the electric shavers for one reason or another, but the M3Power really works. It’s like Steve Austin. Faster and a closer shave.

It feels so….nano.

I’m actually looking forward to my next shave. Are you?

Now, in case you’re wondering, no, I’m not sponsored by Gillette. but I wish I was though. I’d save hundreds of dollars a year…shaving is expensive business.”

Thus says OPML ubercontextualiser Alex Barnett.

Those that track monkchips know that I don’t like thinking about people that do and buy stuff as “consumers“. The term doesn’t understand that in many cases we’re peers, creating the conversation that defines a brand experience.

The blog post just seemed a great example of the subversion of advertising. Hugh really is right about Madison Avenue/Soho.

Gillette is an icon of the fast moving consumer goods (FMCG) category. But here the consumer becomes the advertiser.

I can tell you no amount of David Beckham imagery would have got me using this new Gillette. I am mostly a luddite, and stick to old G2 Countour with lubrastrip. But I may have to try out this new electric baby.

While I am pointing at shaving stuff you might want to check out this effort to tap into a new market, using a key message concerning the exttra inch. Shaving will never be the same again.