Gilette: Handle with care

Gillette, the shaving brand, used strategic thinking to create a new product, Gillette TREO, for a category with a previously unserved audience in the US.

Campaign details

Brand: GilletteClient: P&GAgency: Grey

Exec Summary

Gillette has always been the home of high-performance design. Strategic thinking helped to create a new product, Gillette TREO, for a category with a previously unserved audience.

It came from a heartbreaking emotional insight - the moment when a son, taught to shave carefully and diligently by his father, must become the caregiver as the parent enters old age. It's a moment when all you are certain of in life begins to come apart at the seams. Shaving offers a last vestige of dignity - and universally,...

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