Trendy beards are everywhere. In fact, global razors sales are down 10% due to their rise in popularity. But as young men transition into parenthood, they undergo a "point of habit change", taking on new habits as a result of their new situation. This scenario gives our target audience a reason to engage with Gillette for the first time in quite a while.

Our objective was therefore to convince new dads that for the sake of their newborns, they should consider a clean shaved look during their kids first few month after birth

We printed an ad in Blazer, Israel's leading male magazine and created “The Dad Test”: A simple tool that gives a new dad a physical demonstration of the way their beard feels against their new born’s skin. The different levels of roughness were illustrated by real sand papers, but we didn’t stop there. We knew that the sand paper would leave scratch marks on the page next to it so we bought the adjust page and printed the message: "The paper can absorb everything.. and your baby skin?