Gillette: Scandal Shave
Jason King and Tao Dong
Campaign details
Brand owner: Procter & GambleLead agency: BBDOContributing agency: @PRBrand: GilletteCountry: ChinaIndustry Shaving productsChannels used: Earned media, buzz, Events and experiential, Games and competitions, Internet - microsites, Online video, Packaging and design, Point-of-purchase, in-store, Public relations, Social mediaMedia budget: 500k - 1 million
Executive summary
This is the story of how an orchestrated celebrity scandal sold three million razors in just four weeks, and resuscitated Gillette's business in China.
The challenge was a decade of category...