Gillette Global (Integrated)

Headline: Every story has a face. The insight here is that every man needs some time to himself to get ready for what’s ahead.



First global strategy-lead to reposition Gillette in 30 years. Incoherent, product-focused work will be replaced with an unified, human-centric and equity-building campaign in Q4.

Awards: The interim-work has won 6 lions in Cannes in 2017.

The problem:
Back in the 80s/90s Gillette had the cultural relevance of a Nike. Product and brand fueled consumer choice. However, over the years Gillette shifted its communications to the product and functional at the expense of the brand and emotional. Today, product is the only point of connection. Men no longer find the brand relevant. A large product assortment has led to cluttered communications.

But we are about to change all that.

I undertook Gillette’s first global cultural research. We hired Space Doctors who conducted a semiotic analysis in our key markets to understand masculine success. We spoke to men on the street, interviewed priests about the top regrets of the dying, conducted desk research and expert interviews.

We uncovered a new global insight into masculine success, which led to a new strategy platform and approach. The new campaign will house all products and initiatives under one roof for the first time in Gillette history and for years to come. Every time we advertise a product, we’ll also sell the brand. Stay tuned for the eventual roll-out!

Although “Father’s Day 2017”, “Rogue 1” and “Handle With Care” are just interim-work and NOT reflective of our new direction, they represent the shift to a human-focused approach with success:

  • “Handle With Care” scored 6 Cannes Lions amounting to three gold, two silver and one bronze (4 Health & Wellness category, 1 in Promo & Activation and 1 in Non-Fiction Entertainment).

  • Father’s Day 2017 achieved + 3.5 million views in just two days on Youtube alone. It’s been featured by Fast Company, Forbes, Creativity-online, Campaignlive, etc.

  • Rogue One (Star Wars) has been written up by the New York Times, CNN, Bloomberg, CNET and many others.

Today, Gillette is back on a path of growth. Brand affinity is rising. Slowly we are turning the fortunes of the brand and with the repositioning in market soon, we might become a great brand again.