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,...