Gillette: Your honor of king equipment

Gillette, a male grooming brand, partnered with Honor of Kings to connect with Gen Z in China.

Campaign details

Brand: Procter & Gamble / Gillette Lead Agency: i2mago Region: APAC

Strategy

Objective

Gillette, a century-old global men's grooming brand, dominates the wet shaving category. The increase of current sales largely relies on the growth of unit price, but the sales volume rise slowly in the industry, particularly in Gen Z users whose pro