Gillette & Movember: Helping men look good and do good

This case study shows how Gillette, the shaving brand, adapted to changing consumer preferences for facial hair that had left its clean-shaven brand persona behind, by partnering with a UK charity to advertise its ProGlide Styler product.

Gillette & Movember: Helping men look good and do good

Principal author: Trevor Hardy, AMV BBDOContributing authors: Dan Russell and Martin Beverly, AMV BBDO

Summary

In the course of a few short years a niche trend in men's grooming threatened to disrupt an entire category. For decades the prevailing narrative in men's shaving was dominated by the clean shave. The power of popular culture and lifestyle trends very quickly made hair the must-have facial accessory. This paper demonstrates how an integrated campaign succeeded in bringing Gillette together with Movember to help men look good and do good....

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