Gillette Asks: "How Does the Man of Steel Shave?"
Saa Garibaldi and Megan Cook
Campaign details
Brand owner: Procter & GambleAgency: KetchumBrand: GilletteCountry: US
Executive summary
This case study shows how Gillette launched 'How Does He Shave?' a pop-culture debate in which celebrity 'super-geeks' engaged fans with their own Superman shaving theories, planted an associated brand superiority message, and gave Gillette new relevance across a coveted target demographic and beyond. From locking-in a licensing deal with Warner Bros to kicking off supersized Man of Steelconversations, the campaign delivered the most impactful...