Campaign details

Brand: Gillette
Brand owner: Procter & Gamble
Lead agency: MediaCom
Country: Global
Industries: Shaving products
Media channels: Television
Budget: 10 - 20 million

Executive summary

P&G had a problem. Only a third of its global brand toolkits were used locally in the markets. Even worse, only one in 10 of its global ads were found to be effective locally.

Cultural differences between and within geographies were typically overlooked, or at best got assessed qualitatively and used for post-rationalisation instead of predictions.

In order to fix this, we cooperated with the Hofstede Research Institute to expand its cultural dimensions model beyond its original objective of understanding organisational culture and into consumer/marketing oriented cultural understanding.