CLIENT
Procter & Gamble
1. Mathew Robinson - Brand Director - ANZ Grooming
2. Karthik Srivatsan - Snr Brand Director - APAC Gillette
3. Ragini Hariharan - Brand Director - APAC Gillette
4. Syamin Arif - Production Director - P&G APAC
5. Joanne Pizel - Snr Director - P&G APAC Brand Building & Communications
AGENCY
1. Chad Mackenzie - Chief Creative Officer
2. Jarrod Cocksedge - Regional Client Service Director
SUMMARY
What’s better than the best? The Besterest! For over 100 years Gillette has pushed the boundaries of shaving technology. But there is a problem…whilst consumers know that Gillette makes the best razors, millennials see Gillette as a brand for their dad’s. After 10 years of stagnant sales it was time for a shake-up. The self-aware ‘besterest’ concept pokes fun at Gillette’s innovation. With Julian Denison (Deadpool-2) as our lead talent, the results speak for themselves: Ending the year at 94% UBA (+10%pts), delivering sales growth at 4% (H2 2021).
