FHM Creates Buzz For Gillette Promotion

Approximately 100,000 copies of January’s FHM magazine will literally vibrate off the shelves as part of an innovative deal to promote Gillette’s new M3 micro-pulsating razor.

The ground breaking six-figure promotion, put together by Emap Advertising and MindShare, will see a bespoke tip-on fitted to special copies of the monthly men’s lifestyle title, entitling readers to a Gillette M3 Power Prize.

Fans of the lad’s mag will also be offered the chance to win a ‘weekend in the life of Beckham’, which includes a range of luxury prizes worth thousands of pounds. The competition mechanic is intended to drive readers to the Gillette website where they can register to win.

Commenting on the initiative, James Hayr, commercial editor or Emap Create, said: “Our creative solutions team worked with Gillette and MindShare to deliver a truly unique and original magazine tip-on that imitates Gillette’s innovative new micro-pulsing razor.”

A spokesperson for Gillette added: “We are pleased to be working on FHM on this deal and are very happy with the creative solution of this promotion, which was sourced from a manufacturer in China who had to alter their production lines to create a bespoke tip-on for Gillette.”

FHM is still the UK’s most popular men’s lifestyle magazine with its traditional boobs and booze formula helping it to maintain a circulation of almost 600,000. However, the title has been hard hit by the launch of rival weeklies, Nuts and Zoo, with sales dipping by 4.55 year on year in the six months to June 2004 (see ABC Results Jan-Jun 2004: Men’s Weeklies Make Their Mark).

Emap Advertising: 0207 295 8537 www.emapadvertising.com

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