We created the first ever vibrating tip-on which appeared on the 2nd page of a 3-page consecutive sequence and blended seamlessly with the ad.The tip-on invited readers to ‘feel the power’and watch their page micro-pulsate when they pressed the button. This was the first time a magazine had ever carried a pulsating ad.

Since the launch in September 2004, M3 Power has dominated razor system sales, with 1 in 3 razors sold being M3 Power. Gillette’s nearest competitor, Quattro, generated 1 in 25 sales over the same period.The UK launch was among the most successful globally.