Gillette: Scandal Shave

This explains how Gillette, the shaving brand, orchestrated a celebrity scandal to revive its business in China.

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...

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