Gillette’s Brand Purpose
Uncovering a relevant and powerful role for the brand in defining and shaping masculinity.
Led brand purpose workshops with key stakeholders, and established Gillette as the brand that exists to “groom the next generation of men.” This simple but powerful statement opened up new space within the idea of “the best a man can get.” It gave Gillette a mandate to lead by example, not just in grooming – but through values and actions as well.
The strategy re-invigorated Gillette’s culture relevance, fending off the threat from Dollar Shave Club, Harry’s and the like, while returning the brand to double-digit growth for the first time in
Gillette ProShield Global Launch
Launch strategy for the Gillette ProShield global toolkit, introducing men to the concept of "shielding" their skin while they shave.
A singular focus on introducing the concept of "shielding" was crucial to the success of Gillette's most mission critical product innovation in years.
Gillette Body5 Launch
Taking the "manscaping" trend mainstream with the global launch of the Gillette Body5 razor.
Ethnographic research revealed men body groom for the confidence it gives them beneath their clothes, rather than for their outward appearance. "True confidence comes from underneath" was the insight that unlocked the global creative idea: Shave Forth For Freshness