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 global strategy-lead to reposition Gillette in 20 years.

Incoherent, product-focused work will be replaced with unified, human-centric and equity-building 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.

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.

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

Although Father’s Day 2017 and Rogue 1 are just interim-work and NOT reflective of our new direction, they represent the shift from a product-centric to human-focused approach:

Father’s Day 2017: + 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.