IT ALL STARTED WITH UNBRANDED DEBATE…

To maintain credibility, we kept the Gillette brand name out of the initial phase of activity.

We partnered with national radio and TV hosts who were credible to young males. These hosts began a debate about body shaving, inviting men and women to share their opinions.

We viralized a series of funny, step-by-step e-videos on ‘how to’ shave each part of the body to get young men sharing relevant content.

Then we launched the Gillette product range using print, ambient, radio and online banners. The ads used real consumer verbatims like '64% of Young women believe that a man with shaved body is modern and attractive'. Gillette - the ads explained - now offered razors with 'less irritation on the most sensitive parts of the body'.

Explaining that women might prefer them if they tidied themselves up a bit was, naturally, a compelling argument.

THIS POWERFUL, RADICAL PR COMMUNICATION MODEL – A MEDIA FIRST FOR THE CLIENT IN THIS TERRITORY – BOOSTED ANNUAL SALES BY 12%.

Gillette awareness grew from 35% to 63% in four months – a new record level.

There were more than 10 Million views of our e-videos and e-video ads, twice the P&G Mexico norm – another record.

And more men tried the ‘body shaving experience.’ This grew the body shaver’s base 33% in the first four months.