Gillette: Play clean, play smart

Shave care brand, Gillette, grew sales of its higher priced products by focusing on a younger untapped consumer group with an official gaming event in Indonesia.

Campaign details

Brand: GilletteBrand owner: Procter & GambleEntrant company: MediaCom JakartaIdea creation: MediaCom Jakarta / Pt. Procter & Gamble, JakartaMedia: MediaCom IndonesiaMarket: IndonesiaSector: Shaving productsMedia channels: Events & experiential, Livestreaming, Online video, Product placement, Social media, Sponsorship - sports, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

Gillette is the number one Shave Care brand in Indonesia, moreover Indonesia has largely been a cheap Disposable market in this segment. Gillette had been struggling with upgrading the existing consumers to expensive products...

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