Advertiser: Proctor & GambleAgency: Grey New YorkCountry: North America
Objectives
Less Brand Love: A Struggle for Affinity
As the world’s #1 male grooming brand, Gillette aspires to deliver “The Best A Man Can Get.“ For a number of years, we had concentrated on product superiority, dedicating 87% of North American media spend to our highest tier product pillar and launching two new razors: Gillette FlexBall, which delivers ultimate maneuverability and contact (2014), and Gillette ProShield, which delivers unsurpassed comfort (2015).
With these advanced products, we persuaded legions of men to trade up from their old...