Campaign details

Brand: Gillette
Brand owner: Procter & Gamble
Lead agency: MediaCom Connections Tel-Aviv, ACW Grey Tel-Aviv
Contributing agencies: Tanvas, Grey Content, Stern Ariely Saar
Country: Israel
Industries: Shaving products
Media channels: Content marketing, Events & experiential, Magazines - consumer, Merchandise & free gifts, Mobile & apps, Websites & microsites
Budget: 500k - 1 million

Executive summary

Beards were big. And bushy. And that was bad news for Gillette, a brand that had promised the closest, cleanest, most precise shave for years.

To make Gillette relevant again, the team identified the last possible opportunity to persuade millennials to consider shaving – the moment they became dads.

Using a skin-to-surface smart haptic app (a media first) Gillette persuaded new dads to give up their precious facial hair styles for a few months so that they could get closer to their newborns – for whom a warm, soft touch is essential to build trust in their environment.