To show that Gillette understands how Dutch football fans feel, a platform was created related to their greatest national trauma: losing to West Germany in the 1974 final. Gillette packaging featured a premium perfectly suited to the Gamefaces campaign: the Official Gillette Orange Sideburns. So fans could support the team in 1974 style. We had a wrong to right: it was time for the World Cup to come to Holland. Hallo Deutschland, Da Sind Wir Wieder!With efficient use of media, Gillette encouraged fans to vent their passion for "Oranje" under the slogan "Da Sind Wir Wieder"! The campaign began on 6 May with a guerilla action.

Year-on-year sales of Gillette products rose by 250 per cent during the campaign. A total of 300,000 Orange Sideburn sets were distributed, and they were seen in virtually every TV report on Dutch fans. The national press reported widely on them and the CD of the song Da Sind Wir Wieder sold 112,500 copies. In all, free internet, radio, TV and print publicity worth €2.1 million was generated. The Netherlands, unfortunately, didn't make the final. But then neither did Germany.