Gillette Asks: "How Does the Man of Steel Shave?"

This case study shows how Gillette, the personal care brand, launched 'How Does He Shave?' in the US, a social strategy to coincide with the release of a Superman movie.

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...

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