Procter & Gamble: Nozizwe

Shaving brand, Gillette, flipped category conventions on their head in its campaign to target teenage boys in South Africa.

Objectives

After nearly three decades of advertising that focused on the white male stereotype, Gillette South Africa needed a campaign that would resonate with South Africans. Under normal circumstances, our campaign would have been to connect with men only. But in a country where two out of three boys grow up without their father (or any other male figure) in the home, our objective was to connect with a target market that was broadened to include women too, since it was likely Mom buying a boy his first razor if Dad wasn't around. We knew that continuing to show a...

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