Shaving category leader, Gillette is set to up the stakes in the razor wars with the UK’s biggest ever health and beauty launch – its groundbreaking new shaving platform, Gillette Fusion.  

As part of the high-profile launch campaign Boots will take pre-launch orders for the products through a co-branded website www.Boots.com/Fusion and digital communications agency Inbox Digital has designed a groundbreaking multi-player football-themed viral game for the website. Consumers will be directed to the website via an email campaign and in-store communications.

The new Gillette Fusion uses breakthrough technology to provide Gillette’s best ever shave through a 5 blade shaving surface technology on the front with the blades spaced closer together and a precision trimmer built into the back of the cartridge.

Inbox Digital was briefed to create a game to drive awareness as part of the product launch.

‘Free Kick Fusion’ (www.freekickfusion.com) is a ground-breaking multi-player game which challenges the player to score as many free kicks as possible using their skill, accuracy and control to master the progressively harder levels. A prize draw offering the chance to win an England shirt signed by David Beckham requires players to register their details on www.boots.com/fusion allowing the capture of insightful data.

Gillette ‘Free Kick Fusion’ is Inbox Digital’s second viral project for Procter and Gamble health and beauty. Last year the agency created the company’s first ever UK healthcare viral game for its Vicks First Defence brand.