Gillette: Cultural Connections

P&G used a cultural connections model to increase Gillette's relevancy among young adult men.

Campaign details

Brand: Gillette Brand owner: Procter & Gamble Lead agency: MediaCom Country: Global Industries: Shaving products Media channels: Television Budget: 10 - 20 million

Executive summary

P&G had a problem. Only a third of its global brand toolkits were used locally in the markets. Even worse, only one in 10 of its global ads were found to be effective locally.