Gillette launched the Fusion ProGlide Styler - their first product that could shave, edge and trim facial hair.

To promote it, we adopted a bold strategy - the world’s biggest shaving brand would create a campaign for facial hair. To bring the strategy to life Gillette partnered with Movember. The ambition was to maximise Gillette’s commercial return, whilst promoting Movember’s cause to raise money for men’s health. After aligning Gillette and Movember’s brand values, together we went on a mission to turn the UK’s ‘men into gentlemen’. Our multi-faceted campaign featured a vintage barbershop and gentlemen's clubhouse on a ‘street that time forgot’ in London, a Metro cover wrap, press and poster advertising, social media, PR, on pack promotion and a strong internal engagement campaign at Gillette HQ

Results

Styler: No 1 selling razor in November.

£18.5m in total sales.

6.4% increase in market share.

72m impressions.

Helped Movember:

Get a record 363,000 Movember registrations.

And raise £20m for men’s health.