P&G Gillette Mach3: W.A.L.S. - Women Against Lazy Stubble

In 2009 P&G, the makers of the Gillette Mach3 razor, was facing stagnated sales in India. A number of high profile Indian celebrities had begun sporting an unshaven look and the men of India were following suit.

P&G Gillette Mach3: W.A.L.S. - Women Against Lazy Stubble

BBDO India

SUMMARY

The creative idea was to create a social movement called “Women Against Lazy Stubble” (W.A.L.S.) – a publicity and controversy generating campaign that for the first time gave women a voice in how they would prefer their men to clean shave. The campaign began as an unbranded facebook page, and ended up as a national news phenomenon.

Our goal was to double market share for Mach3 – Gillette’s top-of-the-range razor.

Our task was to encourage the young trendy men of India’s cities to shave more often, and to...

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