Gillette: Go Ask Dad

This case study shows how Gillette, a shaving razors brand, reversed declining brand affinity trends with 'how-to' tutorial experience videos in the US.

Advertiser: Proctor & GambleAgency: Grey New YorkCountry: North America

Objectives

Less Brand Love: A Struggle for Affinity

As the world’s #1 male grooming brand, Gillette aspires to deliver “The Best A Man Can Get.“ For a number of years, we had concentrated on product superiority, dedicating 87% of North American media spend to our highest tier product pillar and launching two new razors: Gillette FlexBall, which delivers ultimate maneuverability and contact (2014), and Gillette ProShield, which delivers unsurpassed comfort (2015).

With these advanced products, we persuaded legions of men to trade up from their old...

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