Campaign details
Brand: Procter & Gamble / GilletteLead Agency: i2magoRegion: 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 proportion and growth rate are lower than other players. The young users regard Gillette as a traditional stereotype. How to appeal more new users in the young market becomes an important business issue for Gillette. Gillette teams up with Honor of King,...