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Gillette Fusion ProGlide Styler
Gillette Fusion ProGlide Styler Andre 3000

RAN IN: United States, Canada

CLIENT
Gillette

Brenda Bynarowicz - Mktg. Director

AGENCY
Carat *Lead Agency

Adrian Heney - VP, Group Director


BBDO

Joshua Steinman - Director


Proximity

Christine Smith - VP, Acct. Director


Ketchum

Courtney Perry - SVP, Director of NY Brand


Starcom MediaVest Group

Scott Lee - EVP, Managing Director


SUMMARY

Gillette needed to resonate with younger, Ethnic men, who are less likely to be clean shaven. To help manage their facial hair styling needs and grow category share, Gillette created the Fusion ProGlide Styler. However, for these guys Gillette is too clean cut and safe, so Gillette had to redefine brand behavior to establish credibility in the world of style. Gillette focused on music the nexus of Style and Entertainment- and created the Andre 3000 Style Soundtrack. By successfully tapping into his passions Gillette grew share with these young influencers.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, PR, Events, Consumer Involvement, Sponsorship

Audience: Men, Young Men (20-35)

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English