Cannes Lions

GILLETTE FUSION

BBDO INDIA, Mumbai / PROCTER & GAMBLE / 2012

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Overview

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Credits

Overview

Description

The objective of the campaign was to grow the category. Most Indian men think stubble is cool and desirable to women. But research shows that 77% women prefer clean-shaven men.

The Idea: Involve the one audience that our target admire and look up to: The Women of Bollywood. These leading ladies turned from actors to activists, and launched a movement, called ‘No Lipstick, No Shave’.The Women of Bollywood launched a movement called ‘No Lipstick, No Shave’ using social media and press conferences; they urged all Indian women to refuse to wear lipstick till their men shaved. This created buzz in newspapers, television and on social media. The controversy peaked when at a mass shaving event 150 women shaved their legs simultaneously as men shaved off their stubble. Picking on this, Gillette decided to create a win-win situation. Gillette launched its special ‘You Shave. I Shave’ packs, through which they also promoted their women’s razor, Satin Care, along with the Men’s range.Being a low involvement category, Gillette had to connect with the target audience by creating excitement about the category and product.- The campaign got over $2.5m worth of free media - Over 6m new users were added to the Gillette franchise - Category grew by 250 Index - the highest category growth ever - A record 741m impressions on digital media - Women's razors sales grew by over 150% in the months of the campaign - Highest-ever share of Gillette Systems at 83.3%

Execution

The Women of Bollywood launched a movement called ‘No Lipstick, No Shave’.Using social media and press conferences, they urged all Indian women to refuse to wear lipstick till their men shaved. This created buzz in newspapers, on television and on social media. The controversy peaked when at a mass shaving event 150 women shaved their legs simultaneously as men shaved off their stubble. Picking on this, Gillette decided to create a win-win situation. Gillette launched its special ‘You Shave I Shave’ packs, through which they also promoted their women’s razor, Satin Care, along with the Men’s range.

Outcome

The campaign got over $3.63m worth of free editorial coverage and over 700m free editorial media impressions.

A record 10.5m new men entered the shaving category - 7.2m bought Gillette Systems.

Category growth accelerated by 2.5 times, registering the highest category growth ever in the past 2 years.

Over 741m digital impressions and counting.

Gillette Women's razor sales grew by over 150% in just 40 days.

Gillette Razor's market share reached 83.6% - the highest ever.

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