Gillette: Shave Sexy
Jason King
Campaign details
Brand owner: Proctor & Gamble ChinaAgency: BBDO China/@PRBrand: GilletteCountry: ChinaChannels used: Branded content, Events and experiential, Magazines - consumer, Online video, Point-of-purchase, in-store media, Public relations, Radio, Social media, Television, Word of mouth and viralMedia budget: 5 - 10 million
Executive summary
'Shave Sexy' was a lighthearted idea underpinned by a bold shift in Gillette's communications strategy in China.
The challenge was major category erosion because men in China were no longer able to see past the inconvenience of wet shaving (the...