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Gillette
How Gillette Embraced Facial Hair to Build its Business

RAN IN: United States, Canada

CLIENT
Procter & Gamble

Eric Fireman - Brand Manager
John Grim - Brand Manager

AGENCY
BBDO New York *Lead Agency

Nate Swenberg - EVP, Global Comm. Planning Leader
Toygar Bazarkaya - Executive Creative Director
Anna Schneider-Mayerson - Planner
Joshua Steinman - Acct. Director


Proximity

Christine Smith - VP, Acct. Director


The Integer Group

Michele Crowley - Group Acct. Director


Ketchum

Courtney Perry - SVP, Acct. Director


Carat

Adrian Heney - VP, Group Director


SUMMARY

For over 100 years, The Best a Man Can Get has always been a clean shave. Facial hair was the enemy and it didn't exist in Gillette's world. But culture had shifted and sporting facial hair was suddenly cool for young stylish guys. As a result Gillette was becoming irrelevant to this important segment. In response to the trend, Gillette developed the Fusion ProGlide Styler. With the help of our campaign, the brand was able to improve perceptions, build preference and drive purchase resulting in a successful new product launch.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, PR, Events

Audience: New Audience, Men, Brand Influencers, Young Men (20-35)

Objectives: Gain new customers

Type: Business to Consumer

Classification: National

Language: English