Gillette: Caring for Australia's hairiest suburb

Gillette, the personal care product brand, grew the beard care category in Australia.

Campaign details

Brand: GilletteBrand owner: Procter & GambleLead agency: Havas Sport & Entertainment AustraliaCountry: AustraliaIndustries: Shaving productsMedia channels: Events & experiential, Product sampling, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

Gillette wanted to launch their new King C. Gillette brand - a range of premium beard-care products. We needed to assert it's positioning to grow the category in Australia & educate men on how to maintain their facial hair. Using data from Val Morgan we discovered that people in the Bondi area...

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