Gillette: BabyFace

Gilad Kat

Shaving brand Gillette targeted new dads via a multimedia campaign to try to become relevant again among Israel's beard-loving millennials.

Campaign details

Brand: GilletteBrand owner: Procter & GambleLead agency: MediaCom Connections Tel-Aviv, ACW Grey Tel-AvivContributing agencies: Tanvas, Grey Content, Stern Ariely SaarCountry: IsraelIndustries: Shaving productsMedia channels: Content marketing, Events & experiential, Magazines - consumer, Merchandise & free gifts, Mobile & apps, Websites & micrositesBudget: 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...

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