Behind the Media 100 Rankings: Reaching the ‘unreachable’ Orthodox community in Israel

Gillette ranks number one on WARC’s Media 100 rankings with its campaign to persuade Orthodox Jews to test its 48-hour formula deodorant product.

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...

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