Campaign details
Brand: GilletteBrand owner: Procter & GambleLead agency: MediaComCountry: IsraelIndustries: Deodorants, anti-perspirantsMedia channels: Events & experiential, Merchandise & free gifts, Newspapers, Other & ambient media, Product sampling, Radio & audio, Sponsorship - event, propertyBudget: Up to 500k
Executive summary
Gillette deodorant is among the top brands in Israel, except for in the Orthodox sector. Due to their religious lifestyle, the brand doesn't carry any equity as Orthodox Jews don't shave and don't consume mass media. We needed to justify the price premium for the Orthodox community to...