We realised that the last opportunity to change behaviour was when men become dads. It’s a moment when they are prepared to make radical changes… for their baby.

We identified a critical insight: Newborn babies’ only means of communication is via touch. Research by Harvard University and The Boston Children's Hospital has proven that "Love Hormones" released right after birth and "skin to skin"/ Touch communication help babies' development as they learn to trust their parents.

It was a powerful message but not one that gelled with traditional Gillette communication. To change behaviour we would also have to change the way Gillette talked. We needed to demonstrate that the brand understood there were multiple ways to be a man.

We would use “fatherhood” as a means to portray a richer, more updated and relevant depiction of men. We would celebrate the emotional, caring side of manhood.

Our campaign worked in four stages:

First, we built awareness of the emotional power of touch. TV spots celebrated dad’s willingness to make sacrifices for their newborn.

Second, we showed dads what stubble felt like to babies. Print ads in leading male magazines used sandpaper to bring the experience to life, while a unique, first of its kind haptics technology app, allowed men to run their finger over the screen to feel actual beard stubble.

Thirdly, we went to meet new dads, promoting the app at baby-fairs, and at preparation-for-birth courses as well as having a Gillette branded shaving-booth in Israel’s biggest maternity ward, where 10% of all the country’s babies are delivered.

And finally, we also created an online daddy's club, customizing sister brand Pampers’ vast information bank to provide guidance on key moments such as how to make a first bath.

The media immediately picked up on our skin to skin story and discussions around the research and insights it is based on earned media value in excess of US$200,000.

We generated 40,000 contacts in just three days at baby fairs, spreading our message of smooth-faced dads and gained a further 30,000 contacts at parents-to-be classes.

Post campaign research found a 15% boost in consideration to shave amongst bearded dads. What’s even more interesting, non-fathers in favor of clean shaving grew 30%

And despite the fact that bearded new dads are just a fraction of the category’s user base and Gillette as a market leader already had nearly 80% of the market we still saw a 9% increase in sales.

More importantly we also changed the way men feel about Gillette and independent equity scores for Gillette is “a brand that understands me” rose by 17%.