P&G Gillette: Bad Luck Boxers

Gillette, a razor and personal care brand, "cursed" a pair of boxers and sent them to the German football team amid the World Cup to save its lucky boxer shorts promotion surrounding Neymar Jr, who became injured as the promotion began in Brazil.

Challenge

Gillette produced hundreds of thousands of limited-edition "lucky" boxer shorts honoring Brazil's leading soccer superstar, Neymar Jr., for Brazilian retailers to give away with the purchase of Gillette razors leading up to the 2018 World Cup. The star was set to wear the boxers in a friendly against Germany, but then he got injured. Fans challenged his "luck," and now our boxers were no longer the good luck symbol we'd intended. Gillette turned to public relations for an earned media strategy to save the promotion and make the boxers the talk of Brazil.

Background

In the run-up to the...

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