2012 presented a major challenge for Gillette Brazil: launching Gillette Fusion ProGlide, the brand’s most high-tech shaver, and Gillette Venus, the brand’s best female shaver.

The Gillette Federer Tour, the biggest tennis event ever held in Latin America, was created to launch the products. In addition to Roger Federer, the best tennis player of all times and Gillette’s primary global ambassador, several other tennis stars were brought to Brazil, including Sharapova, Serena, Azarenka and Tsonga.

A total of 13 tennis players competed in the tournament – including seven former or current players ranked number 1 internationally – who, together, hold 471 titles. The challenge was to use tennis as a platform for the launches. This called for increased awareness regarding the tournament and the brand; also, we had to strengthen Federer’s relationship with Brazilians.

To support the initiative, we launched a campaign called If Federer Were a Brazilian, where this Swiss native was seen wearing Brazil's national colors and playing soccer and volleyball alongside local sports heroes like Lucas, Ganso and Murilo.

Seeking to generate buzz around the tournament, the campaign and, consequently, the launches, we organized events and press trips throughout 2012, in the cities of Miami, New York, Basel and Sao Paulo (during the tournament).

Over the four days of the event, the tennis players visited tourist attractions, tried Brazilian cuisine, interacted with underprivileged children and strengthened their relationship with the public, generating enormous awareness in Brazil and the world.

To heighten anticipation for the December exhibition tennis matches in Brazil, first we introduced Federer as “a Brazilian” in three major cities, always connected with a major world tennis event: Miami in March, New York in August, and Besel in November, where Federer finally met with Brazilian sports star Kaká.

Arriving in Sao Paulo in early December, Federer – along with Sharapova and other tennis greats -- headlined a press conference that included an entertaining shaving moment with French tennis star Jo-Wilfried Tsonga and Federer. The 13 participants in the Tour also lunched at local restaurants, worked with underprivileged children, tasted local favorites at food markets – and, yes, showed off their tennis skills to fans. We made certain bloggers and top reporters were on hand to see these global stars steeped in Brazilian culture, and our trilingual “virtual newsroom” ensured media outlets far and wide could cover the news.

- 60% awareness regarding the tournament

- 51% were able to point out Gillette as the brand that brought Federer to Brazil

- Gillette's association with tennis in Brazil went from 17% in September to 40% in December 2012, jumping from the 5th to the 2nd spot

- Venus reached 12.1% of value share in the female shaver market (the goal was 11%), reaching US$ 1.9 million of sales and increasing the whole female shaver market in 8%**

- ProGlide reached 0.5% of value share in general shaver market (the goal was 0.1%), reaching US$ 766 thousand of sales (150% more than the initial goal)**

** Sales from oct/12 until feb/13

- 1,255 articles published in Brazil (864 branded)

- 6.9 billion impressions

- US$ 22 million - value ad equivalent

- 54.98% of articles with photo

- 17,87% of articles with brand Key Messages