Beauty & Fragrance

The Great American Try-On

Depend wasn't resonating with boomers and was losing share to Private Label. The category hadn't experienced true innovation in years. Depend was finally bringing breakthrough products to market, but at a 50% price premium, consumers didn't believe it was "like real underwear." That was until they tried it first-hand. Thus, "The Great American Try On was born. As a category changing idea, this campaign asked all of America to try the new Depend and experience the difference. The idea garnered 1 billion media impressions in one month and sales reached a 3-year high.

Brand: Depend
Client: Kimberly-Clark Corporation
Agency: Ogilvy & Mather
Language: English

How Gillette Embraced Facial Hair to Build its Business

For over 100 years, The Best a Man Can Get has always been a clean shave. Facial hair was the enemy and it didn't exist in Gillette's world. But culture had shifted and sporting facial hair was suddenly cool for young stylish guys. As a result Gillette was becoming irrelevant to this important segment. In response to the trend, Gillette developed the Fusion ProGlide Styler. With the help of our campaign, the brand was able to improve perceptions, build preference and drive purchase resulting in a successful new product launch.

Brand: Gillette
Client: Procter & Gamble
Agency: BBDO New York
Language: English

Dove Hair Imax

Brand: Dove
Client: Unilever
Agency: Orange
Language: Spanish