Gillette: Cultural Connections

P&G used a cultural connections model to increase Gillette's relevancy among young adult men.

Campaign details

Brand: GilletteBrand owner: Procter & GambleLead agency: MediaComCountry: GlobalIndustries: Shaving productsMedia channels: TelevisionBudget: 10 - 20 million

Executive summary

P&G had a problem. Only a third of its global brand toolkits were used locally in the markets. Even worse, only one in 10 of its global ads were found to be effective locally.

Cultural differences between and within geographies were typically overlooked, or at best got assessed qualitatively and used for post-rationalisation instead of predictions.

In order to fix this, we cooperated with the Hofstede...

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