Cannes Lions

GILLETTE MACH 3

MEDIACOM, London / GILLETTE / 2009

Overview

Entries

Credits

Overview

Execution

First, we piqued the nation’s interest by commissioning a Nielsen survey on the country’s attitudes to shaving. Our research highlighted a series of controversial points. Were clean-shaven men more successful? Did the nation prefer clean-shaven celebrities? And the big one: Did women prefer clean-shaven men?The provocative results generated buzz across the key news services. TV-news-anchors and radio-DJs keenly picked it up and started a debate on their own respective channels. Even the Times-Of-India ran a daily poll online on the subject. We had sparked a national conversation among celebrities, Bollywood-stars, noted business-icons and socialites. An online poll and live polls conducted in malls and cineplexes kept the debate raging, and also offered men a chance to trial the product.Most importantly, the survey proved conclusively and publicly that women preferred clean-shaven men. Sharing this observation with the men of India created dramatic change in the brand’s fortunes.

Outcome

This powerful, radical PR communication model – a media first for P&G – set all time sales records with a dramatic sales increase of 38%.

Awareness doubled.Trial increased by a staggering 400%!Gillette market share increased by 35%."The program has been a very innovative, business building program that has had impact on brand equity and trials. It’s been an inspiring combination of educating and entertaining the consumer. This program has helped Gillette achieve leadership in the blades segment."- Sumeet Vohra, Marketing Director, P&G India

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