Gillette: Shave or Crave

This case study describes the launch of the Gillette Fusion Gamer, the latest iteration of the shaving brand's long-term campaign to encourage Indian men to shave more frequently.

Gillette: Shave or Crave

Agency: BBDO MumbaiAdvertiser: Procter & Gamble IndiaBrand: GilletteCountry: India

Objectives

Gillette's long-term strategy & goal in India is about getting Indian men to shave more often: the more men shave, the more they will use Gillette's shaving products. That's because the average shaving frequency of Indian men is a mere 2.5 times a week, far lower than, say, the less hirsute Koreans and Japanese.

Observations and consumer conversations pointed us to 2 fundamental barriers that men have towards shaving:

  1. The social barrier:Turn on the TV, flip through a...

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