Gillette: #IndodaCanShave

Ruan Van Biljon, Fran Smit

Gillette, a men's personal care brand, launched its Indoda CAN campaign in South Africa to inspire Black men to make better choices about grooming and self-presentation by choosing Gillette's SkinGuard Razor.

Campaign details

Brand: Gillette Brand owner: Procter & Gamble (P&G) Entrant company: MediacomIdea creation: Creative Futures Johannesburg Market: South Africa Sector: Shaving products Media channels: Online video, Social mediaBudget: Up to 500k

Executive summary

Gillette faced the challenge of low brand usage among black men in South Africa, due to their belief that all razors could damage their skin and cause painful outbreaks. At the same time, Gillette uncovered a strong cultural insight, that black men feel subjected to unrealistic societal expectations that negatively...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands