Gillette: #IndodaCanShave

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...

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