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.


I am the first strategy-lead to reposition Gillette in 20 years – housing all products, innovations and initiatives under one strategy platform and campaign. All to be seen in the not-too-distant future.

The problem:
Back in the 80s and 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 and turn Gillette from a market-leader into a thought-leader.

When I started my assignment, 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.

The result led to a universal human insight. This new insight into masculine success informs the strategy and campaign idea that houses all products, innovations and initiatives under one roof for the first time in Gillette history. Stay tuned for the eventual roll-out!

Although Father’s Day, Olympics and Rogue 1 are not reflective of our new direction, they certainly represent the shift we are making from a product-centric to human-focused approach. Kudos to the team! People are talking about Gillette again:

  • Olympics 2016: With 36MM views on YouTube alone it’s the most viewed Gillette ad – taking bronze in USA Today’s Rio Ad meter. For more see

  • 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 but surely, we are turning the fortunes of the brand around. And with the repositioning in market soon
, we might become a great brand again.