The Challenge: Gillette, the men’s razor market leader for decades, was losing market share in North America to direct-to-consumer challengers, facing an unprecedented threat. As a result, Gillette turned to the Stagwell Group to develop a holistic strategy with key inputs from SKDK and other Stagwell portfolio companies.
Strategy & Results: Based on research conducted by sister firm National Research Group, Stagwell and SKDK developed a television and digital campaign. In the fall of 2017 Gillette saw its first quarter of growth since 2013.
Stagwell and SKDK developed a strategy that highlighted real stories from male consumers who had recently tried a competitor and because of inferior quality, switched back to Gillette. SKDK produced a 30-second online ad “Welcome Back”, featuring these testimonials, and a microsite where consumers could get the facts. The campaign included sponsored content with popular male grooming and sports blogs.
Following this initial ad buy, Gillette turned once again to Stagwell help the brand communicate its new, lower prices. SKDK produced the “6am” ad supported by a multimillion-dollar international TV buy, highlighting the brand’s 100+ year Boston heritage and its dedication to craftsmanship and innovation. “Blademaker” featured Gary, one of Gillette’s long-standing Boston workers, who announced the brand’s now even lower prices. The ad ran in English, Spanish, and French for 8 months as the only Gillette ad in the region.
The Wall Street Journal
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