Until recently, the deodorant category communicated better odour and wetness protection for 24 hours. To prove the revolutionary pro-active technology to be the most effective anti-perspirant solution in the market, Gillette took the new variant to the ultimate challeng; a 24 hours spinning torture test on the rooftop of Azrieli centre, one of Israel's tallest buildings.

The challenging spinning test was meant to drive awareness & trial, grow value shares behind spray and advanced stick and establish Gillette as male grooming experts, as the spinning participants were characterised as demanding professionals and performance seekers.

The idea was to challenge the traditional 24 hours protection communication of the deodorant category by putting it to the ultimate torture test. We sought the best way to prove that Gillette revolutionary pro-active technology to be the most effective anti-perspirant solution in the market. Our challenge was to create an event where the consumer can try Gillette deodorant in the most demanding situation and accept the brand’s messages when and where they are more receptive.

On the consumer side, results were unprecedented: 3 out of 4 participants had stated that Gillette's deodorants are better than all other deodorants.

As for the client, by utilizing this claim for various executions, Gillette stick deodorant sales increased by 212%, solid shares have grown by 393% and spray shares have grown by 324%.

We realised that a sport event can be ideal for the challenge we wanted to hold. This event was targeted towards demanding professionals, achievers who are looking for the best products that will bring out their best, highly involved individuals, performance seekers who participate in sport and maintain a healthy life style.

By enabling our target audience to use the product first hand, and in the most gruelling circumstances, we were able to give them the ultimate proof, that Gillette deodorant is the best anti-perspirant solution available in the market and is superior vs. competition.