Procter & Gamble Co. is striking back in the razor wars

screen-shot-2016-12-16-at-9-34-50-amCategory busters abound, P&G fires a salvo with a digital campaign taking aim at online rival Harry’s and Dollar Shave Club. Here’s what I shared with Sharon Terlep at The Wall Street Journal:

“Being less serious — and less ostentatious — is a smart move for Gillette, which turned consumers off with decades of marketing aimed at making men feel obligated to buy its razors. The category has been dominated by inadequacy marketing, with things like ‘The best a man can get,” Gillette’s tagline. The Dollar Shave Club and Harry’s come at it with something fun and innovative. The “Welcome Back” concept creates some curiosity, and that’s what it’s about. The question is: Is it too late?”

Dean Crutchfield: In the Press VI

Insights on the world of brands and marketing across the media and press, Bing, Microsoft, Unilever, P&G, Doritos, Michael Phelps, Super Bowl, Doctor Pepper, Olympics,

‘Search Overload Syndrome’: Bing campaign takes on Google
Nick Eaton, June 3rd 2009, Seattlepi.com

http://blog.seattlepi.com/microsoft/archives/170248.asp?source=rss

With Bing, Microsoft marketing push aims to shift spotlight from Google
Sharon Pian Chan, June 4th 2009, The Seattle Times

http://seattletimes.nwsource.com/html/microsoft/2009298137_bing04.html

Soap Makers, Others hitch ads to swine flu

Emily Steel, April 30th 2009, The Wall Street Journal

http://online.wsj.com/article/SB124104831476470887.html

Monster, Doritos score in big game blitz – Superbowl 09
Suzanne Vranica, February 4th 2009, The Wall street Journal

http://online.wsj.com/article/SB123354146320838135.html?mg=com-wsj

Pool fool letting endorsement deals go up in smoke
Andrea Peyser, February 4th 2009, New York Post

http://www.nypost.com/seven/02022009/news/columnists/pool_fool_letting_endorsement_deals_go_u_153152.htm

Ads glitz sacked by $lump – Superbowl 09
David Li, February 4th 2009, New York Post

http://m.nypost.com/ms/p/nyp/nyp/view.m?id=23930&storyid=153223

Super Bowl spotlight isn’t all good for Cash4Gold

Michael Bush, February 9th 2009, Advertising Age

http://adage.com/superbowl09/article?article_id=134410

It’s so uncool not to be in the brand band

Jenny Mcartney, January 9 2009, The Sunday Telegraph

http://www.telegraph.co.uk/opinion/main.jhtml?xml=/opinion/2007/06/10/do1007.xml

Free Dr. Pepper for All as Guns N’ Roses album releases is set

Michael Bush, December 8th 2008, Advertising Age

http://adage.com/article?article_id=131958