Cannes Lions

GILLETTE MACH3 RAZORS

MEDIACOM, Mumbai / PROCTER & GAMBLE / 2010

Awards:

2 Shortlisted Cannes Lions
Presentation Image
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

We launched WALS by releasing the provocative survey findings, creating immediate buzz and discussion on key news services, social media, television, print, radio & on-ground. Celebrities, Bollywood-stars, business-icons and socialites all joined the discussion, while live polls and trials in malls/cineplexes heated up the action on shaveindia.com. All leading newspapers, radio stations, news/lifestyle TV channels, and magazines tracked the WALS movement, while the Times Of India even ran a DAILY poll on the subject!We initiated a competition for the town with the most clean-shaven men, and chose 3 famous actresses to persuade men from their towns to get involved. We even successfully tried for the Guinness Book of Records with the biggest “Shavethon” in history - over 2,000 men participated!

National media referred to WALS as the ‘voice of empowered women’. With the powerful PR model, and the key tactic of enlisting women, the campaign found a life of its own.

Outcome

The results were record breaking:Mach3 sales went up 500% during the activity period.Mach3 market share increased 400%.Gillette razor franchise volume share reached 58.1%.Gillette blades value share crossed 40% for the first time!At $2.5m the campaign also achieved 7x higher free media value than our prequel campaign last year.“We are extremely pleased to know that our initiative has reached such epic proportions with an overwhelming number of men and women showcasing their support, enabling us to create such a successful movement for the second year in a row.” - Sumeet Vohra, Marketing Director, P&G India

Similar Campaigns

12 items

Collective Action

PLASTIC PICTURES, London

Collective Action

2018, UNILEVER

(opens in a new tab)