Gillette: Miracle Shirt

Proximity BBDO

ENTRY INFORMATION

Category: Product Manufacturing and Distribution
Country where program ran: UK
Date program started/ended: 31st March 2010

Product Description: Gillette were launching their new Professional Power deodorant in the UK

Advertiser/Client Name: Gillette / Procter & Gamble
Media Channels: Email
Print
Web Development
Website: www.miracle-shirt.com

STRATEGY

Marketplace Challenge:

Gillette were launching their new Professional Power deodorant in the UK with a limited marketing spend and therefore an entrepreneurial spirit. The Brief Use digital to drive emotional connection with men who have significant Body Odour issues.

Target audience: Consumer

Target : men 18-35 years old. Serious Body Odour affects men's whole mental health, often causing anxiety, stress, and depression. Only a miracle could fix this.