Gillette China: Sexy shave
Prasanna Kumar
Campaign details
Lead agency: MediacomContributing agency: ATPRCountry: ChinaIndustry Shaving productsChannels used: Internet - display , Internet - general, Internet - microsites , Internet - search , Online video , Social mediaMedia budget: 500k - 1 million
Executive summary
This case study describes how Gillette promoted wet shaving as sexy and cool in China.
Gillette had taken 84% share in the wet-shaver category, but was still trying to gain business by converting dry-shaver users. Gillette also wanted to build up a sharp and powerful...