Gillette: Growing category penetration by 500% with Amazon Ads

Gillette, a men's grooming brand, utilised Amazon as its choice publisher to drive sales in India and increase penetration in the health and personal care category.

Campaign details

Brand: Procter & GambleAgency: Amazon AdsRegion: APAC

Strategy

Objective

Gillette is the market leader in the men's grooming category and has high brand penetration amongst its target audience of 18-34-year-old men. Growing penetration of their premium portfolio of Mach 3 & Fusion product lines is a key business growth driver for the brand. According to an internal Amazon study conducted in June 2022, less than 2% of shoppers within the health and personal care category were considering Gillette on Amazon. Using secondary data from GWI (Q2'22 -Q1'23), a global panel service provider with...

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