Kamm Design - Delivering your brand to your marketa

Work...

In 2006, The Gillette Company launched its first-ever multi-category, megabrand called Fusion with the goal of making it the next billion dollar brand to follow in the footsteps of the MACH family razor launch. Fusion introduced two new razors (Fusion Manual and Fusion Power) and a portfolio of male shave gels and after shave products. Sucessful Design strategy for the Fusion launch depended on 2 key elements:

o Best-in-Class Brilliant Retail Execution
o Launch & Leverage with Fusion

Club Packs

Counter Display

Brilliant Retail Presence

Painting Stores with Fusion Copper Glow

Supported the bold goal of designing the Fusion in-store environment that would help Gillette achieve 75% of the blade/razor “share of sight” in-store and national display activity that would be sustained throughout the entire year.

Displays*: Managed and art directed all Fusion launch/post-launch displays:
• Standard National- Over 24 design executions
• Semi-Permanent- Over 8 design executions
• Permanent- Over 5 design executions (Including customization for Wal-Mart, Club, Target)
Merchandising: Over 15 separate national and account specific special packs. Including Launch, Father’s Day, Ethnic- African American & Hispanic, MLB, Wal-Mart Sound Check, Regimen Packs.
In-Store Support: Multiple in-store elements including News America POP program, branded shopping cards, kiddie carts, banners, and additional account-specific retail requests.
FSCI’s: Over 10 Free Standing Circular Inserts. Including, teaser ads, launch value coupons, and promotional messages.
Gillette Retail Innovation Lab: Helped design the Gillette Retail Innovation Lab in Boston to bring Fusion to life at retail and for the sales force and trade customers.

Design-to-Delight with Top 5
Customers

The Fusion team engaged accounts in the launch planning process earlier than any other Gillette launch. I met and worked with top accounts on how to strategically design their in-store elements and execution for an optimal and differentiated go-to-market strategy.
Wal-Mart: Designed the Fusion launch pallet, which was used for
subsequent merchandising events and Fusion Year 2 and 3 launches. Customized all in-store displays, special packs and promotional messaging for Wal-mart purposes.

Club: Developed and executed in-store strategy ranging from pallet design to club-specific merchandising events. Focused primarily on Costco and Sam’s Club customers.