Gillette: Babyface

Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.

Campaign details

Advertiser: Procter & Gamble Brand: Gillette Agency: Mediacom Connections Tel Aviv Country: Israel

Objectives

The Background

Gillette is an iconic brand in shaving and Israel is one Gillette's most advanced markets globally, with the premium sub-category of 5-bladed razors making up the bulk of its sales (77%, highest in the world).

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