Gillette & Movember - Helping men look good and do good
A significant challenge was facing Gillette – the vogue for facial hair, a problem for Gillette’s mainstream, clean-cut brand persona. To launch the ProGlide Styler, a new product perfect for grooming moustaches, Gillette partnered with Movember, who have an established charity moustache campaign and a following of young, trendy men. Inspired by Gillette’s 1950s roots, which research suggested had strong resonance with this new audience, the campaign adopted a distinctive tone of voice juxtaposing old-fashioned speech with modern day slang. Through a campaign of press, outdoor, and radio, and Experiential advertising the ProGlide Styler became the top selling razor on the market across Movember, and helped raise over £20m for men’s health.