General media such as TV can't be used in campaigns that target the Orthodox Jews. Therefore, an integration of both targeted media (Orthodox print & Pashkevil – a small poster) as well as BTL was implemented to execute the creative idea: 'Feel free to celebrate with all of your energy'.

Phase 1: 1000 Yeshiva men were asked to use the Gillette deodorant just before their ultimate physical challenge ('Simchat Torah') celebrations.

Phase 2: An ATL campaign (Orthodox print and Pashkevil) was created featuring that '80% of Yeshiva men would recommend Gillette deodorant to their friends and family' (following a survey after the Simchat Torah).

Top-of-Mind awareness

• 58% vs. 42.7% prior the activity

Purchase intent

• 81% said they will buy Gillette deodorant vs. 69.3% prior the activity.

Ultra-Orthodox shares

• Deodorant Value share index is 542 vs. prior the activity. (16.8% vs. 3.1% in the previous three months).

Ultra-Orthodox Sales:

• Deodorant sales increased by more than 600% (91.6% vs. 12.8% in previous three months)

The communication demonstrated not only that the awareness to the brand increased significantly, but also that the participants experience was positive, aligned with their claim that they will recommend it to their acquaintances.