Our revelation was found in the unlikeliest of places – the bible.

In fact, God warns his followers that praying in an area of foul odour makes your prayer ineffective! The smell distracts your mind and thus interferes with your intentions.

This little-known commandment gave us the opportunity to own the strict Sabbath preparations observed by more than 3 million Jews – something never before done by a brand.

It even enabled us to recruit Judaism’s rabbinical authority – the most influential leaders across the country – getting their consent to raise awareness of the forgotten biblical decree that malodour can affect the effectiveness of prayer.

Our creative idea was to take God’s blessing and tell the Orthodox community how to make prayer time less smelly and more effective.

Phase one saw us recruit the rabbinical authority to put our targeted message on bulletin boards in synagogues nationwide – the only media channel in the temples.

With malodour now being debated, we launched phase two of our strategy – a battle of synagogues!

One congregation was given Gillette deodorant, the other served as a control; cutting-edge Japanese odometers inside both synagogues measured the odour levels.

The Gillette congregation came out on top (4x less odour intensity!) and with word-of-mouth spreading, we launched phase three, a call to action at scale.

We secured the last radio commercial before the Sabbath and sponsored the candle lighting schedules in every Orthodox newspaper.

We inserted a fridge magnet listing tasks that need completing before Sabbath, including applying Gillette, in newspapers.

And for the first time, we took over the street sirens that mark the start of Sabbath, using the iconic Gillette musical sting.

Our share in the Orthodox sector grew from a mere 3% to 15% in just two months!

And our overall share grew by 19%!

Post campaign surveys revealed that 72% of the Orthodox community had heard of the “battle of the synagogues” and its results.

We made synagogues a much nicer place to be especially during the summer but most importantly the community’s prayers are much more effective as evidenced by an increase of 63% in the number of Orthodox Jews winning the lottery since the campaign was launched!