Gillette: Shave Sexy

Jason King

Campaign details

Brand owner: Proctor & Gamble China
Agency: BBDO China/@PR
Brand: Gillette
Country: China
Channels 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 viral
Media 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 preparation, shave, wash and care involved), driving 18.3 million men every year to switch to the more convenient dry shavers. For Gillette, this represented US$647.2m in lost earnings between 2006 and 2012, and it was clear that our classic approach of communicating closeness and comfort required an overhaul. We needed to give men a much better reason to wet shave.