Gillette UK first engaged Ogilvy Malta in 1998. The agency then worked directly with Turkey’s Area Director on building the Gillette brand portfolio in Malta. Brand launches over the years included Duracell Bunny, Mach 2 and Mach 3 razors, Oral-B CrossAction Power and in April 2005, the M3 Power razor.

The launch of Gillette’s new high-tech razor for men – M3 Power – was held during a gala event at The Hilton involving 200 local sports personalities organized by Ogilvy Malta in which an indoor penalty shoot-out was created for charity between the Malta rugby team and the national football team. POS material created by Ogilvy Malta was placed in the trade channel and an advertising campaign was developed to cover print, press, outdoor and web.

Result: 5,000 units sold in the initial weeks of the campaign period