News that both Unilever and Procter & Gamble are struggling to turn their various DTC acquisitions into profitable businesses comes as new online-only brands increasingly look to brick-and-mortar stores and traditional media.
Case Study•
SABRE Awards, LATAM, Industry Sector, Gold, 2019
Gillette, a razor and personal care brand, "cursed" a pair of boxers and sent them to the German football team amid the World Cup to save its lucky boxer shorts promotion surrounding Neymar Jr, who became injured as the promotion began in Brazil.
Case Study•
Account Planning Group - (UK), Entrant, 2019
Gillette, the shaving brand, used strategic thinking to create a new product, Gillette TREO, for a category with a previously unserved audience in the US.
Dollar Shave Club, the direct-to-consumer grooming brand owned by Unilever, has enhanced its data capabilities so that it can operate in the most nimble, impactful way when it comes to tapping the power of this information stream.
Case Study•
Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019
Gillette, a razor and shaving products brand, created the TREO razor in the UK to bring a better experience to men who can no longer shave for themselves.
FMCG giant Procter & Gamble is showing signs that its strategy aimed at recovering growth is working, as the company was able to see continuing volume growth despite price rises.
Article•
Josie Tutty, Event Reports, Event Reports, Mumbrella360, June 2019
Joining an in-house team can offer creative minds the freedom they need to solve problems and do good work, according to Dollar Shave Club ECD and ex-agency veteran Matt Knapp.
Gillette caused a storm at the start of the year with its ad addressing “toxic masculinity”, but the shaving brand never considered pulling back on its new posture, according to Procter & Gamble’s chief brand officer Marc ...
Case Study•
Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Gillette, a shaving brand, reversed a decline in sales in Israel by targeting new and expectant dads with a video campaign that showed the importance of skin-to-skin contact with their newborns.
Unilever is applying the learnings from its 2016 acquisition of Dollar Shave Club in some unexpected directions, including the development of a DTC approach to selling mustard, according to Keith Weed.
In this second part of a three-part series, Unilever’s outgoing Chief Marketing & Communications Officer, Keith Weed, discusses what Unilever learned from the Dollar Shave Club acquisition, and the consumer trends driving the future of FMCG.
This month, Gillette achieved the highest uplift in Ad Awareness of any brand in the UK. For years, Gillette’s tag line has been ‘The Best a Man Can Get’, and focused on the traditional masculinity of their target customer.
Procter & Gamble, the FMCG giant, has taken a significant step to expand its multicultural personal care business by acquiring Walker & Co., a start-up that specialises in razors, lotions and shampoos targeted at African-Americans.
Harry’s Grooming, the US-based DTC shaving brand, has made inroads into the UK market by addressing issues around British masculinity in the 21st century.
This report looks at consumer purchasing data from across the world as the COVID-19 crisis has unfolded, through to what consumer behavior may look like after it has passed.
This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
This report summarises the latest research from WARC's Data platform, with a focus on new net advertising investment data by product category, which are exclusive to WARC Data clients from 1st October. Key findings include:
This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.
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