In the U.S., Tide Pods drove the improvement in the detergent category and Cascade dish detergent, GilletteFusion razors and Crest toothpaste were other strong sellers.
That was why regular guys, and more pointedly, regular guys online, stood up and paid attention this summer when Gillette launched its Fusion ProGlide Ultimate Summer Job campaign .
The presence of low-cost competition from generic products gives Gillette an incentive to innovate and introduce better products such as Fusion, a 6 blade razor.