Gillette: Shave Sexy

Jason King

This case study describes how Gillette, the shaving brand, launched 'Shave Sexy' in China: a lighthearted idea underpinned by a bold shift in communications strategy.

Gillette: Shave Sexy

Jason King

Campaign details

Brand owner: Proctor & Gamble China Agency: BBDO China/@PR Brand: Gillette Country: China Channels used:Branded content, Events and experiential, Magazines - consumer, Online video, Point-of-purchase, in-stor 5 - 10 million

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