Results and Effectiveness

Results • Highest ever earned media coverage • $9.4 million worth of free media • 1.78 billion impressions • Record back to back, 4 months of share growth • Crossed 2.7 million fans on Facebook • Reach of over 10 million people on Facebook • Over a million views on YouTube for the survey video

Creative Execution

Execution Gillette partnered with Grazia, and released the same edition of the magazine with two different covers. One cover had the model clean-shaven with no body hair at all. The other cover had the same model sporting a stubble and body hair. These magazines were placed in ladies salons and news stands in select cities of India. Hidden cameras revealed which of these two magazines was being picked up most by women. It helped start a debate on what women think about stubble and body hair.

Insights, Strategy and the Idea

Insight Men want to know what women feel. But they want visible proof. The Strategy Our insight was that bathing is a part of every man's ritual. But research revealed that 83% of women think that if a man is not shaved, it looks like he has not had a bath. Our idea was to create a nationwide uproar that 'Unshaved is Unbathed'. Idea Introduce a women's magazine with two different covers And see which one women pick, and why. Relevance of the creative execution to the brand Women openly embraced 'Unshaved is Unbathed' and used it as a weapon in order to express their feelings. This proves that the idea was fresh and deeply rooted to a strong insight. Gillette's brand purpose is about helping men make a difference in their world. Our campaign clearly demonstrates how shaving can create an everlasting impression on women and make a difference in the world of our men.