Campaign details
Advertiser: Procter & GambleBrand: GilletteAgency: Mediacom Connections Tel AvivCountry: Israel
Objectives
The Background
Gillette is an iconic brand in shaving and Israel is one Gillette's most advanced markets globally, with the premium sub-category of 5-bladed razors making up the bulk of its sales (77%, highest in the world).
In other markets, Gillette's growth depended on getting men to trade-up one step at a time (from disposable to Mach3, from Mach3 to Fusion), in Israel, where Gillette already enjoyed 80% market share (most of it in the premium sub-category), the only way to...