Gillette is an iconic global brand and the undisputed market leader of several male categories in Israel (blades and razors, shaving preps as well as antiperspirants/deodorants), but there is one group for whom Gillette is a non-brand that carries zero equity: Orthodox Jews.

Due to religious restrictions, Orthodox Jews do not shave and they do not consume mass media, so the only place they meet the brand is in store, in front of the shelf. It was therefore no surprise they were not willing to pay the premium for Gillette’s 48-hour deodorant, with its innovative best in class formula. So, we had to settle for a mere 3% market share in a sector that makes up a quarter of the population.

Michal Heller, the male grooming category manager at Procter & Gamble, gave us a pretty straight-forward task: how do we prove to Orthodox men that Gillette’s deodorants are worth paying extra for?

The idea that we started out with was to try to design what we call in P&G language a “torture test”, which essentially means demonstrating the superiority of a product via its performance in extreme conditions.