2013 highly commended: Gillette, cause related marketing - case study

Every year 11.5m men choose Gillette with 157 blades sold every minute giving Gillette a 68.2% share of the razors market. Over many years Gillette has heavily invested in advertising and celebrity endorsement, so that almost every man knows Gillette is ‘the best a man can get’.

As a result, Gillette’s razors and blades are synonymous with the ‘swoosh’ of a wet shave and a fresh-faced, clean cut look.

Challenge

More and more young men now like to sport facial hair. From the sculpted lines sported by hip hop stars, to the just-out-of-bed stubble of indie-kids, to the full beards sported by hipsters up and down the UK. As it stood, Gillette’s relative lack of brand and product affinity with this audience needed to be addressed.

New product launch

As a result , in the summer of 2012 Gillette launched the Fusion ProGlide Styler. It was the first electric razor from Gillette which can shave, edge and trim a variety of facial hair styles. The ProGlide Styler was to be an important focus for Gillette to grow sales in a new category with a younger, trendier audience.

Objectives

With the aforementioned context we set ourselves four objectives:

1.Engage our target audience of younger, trendier blokes

2.Engage colleagues at Gillette to maximise the impact of the campaign

3.Drive trial and sales of the ProGlide Styler to make it the No. 1 razor on the market (in the 3 months to November it was the No.3)

4.Grow our overall Gillette razors and blades business by having a significant impact on our already strong market share and value sales

To register your interest or to find out how to enter the next Awards for Excellence visit our Awards site.

Login to download the full case study: