Gillette Global (Integrated)


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 it 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. We spoke to men on the street and interviewed priests to understand the top regrets of the dying. We also conducted loads of desk research and expert interviews.

The result led to a universal human insight. All products, innovations and initiatives are housed under one new strategy and campaign idea. This is 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.