Procter & Gamble
Fast Moving Consumer Goods
Beards were big. And bushy. And that was bad news for Gillette, a brand that had promised the closest, cleanest, most precise shave for years.
To make Gillette relevant again we identified the last possible opportunity to persuade Millennials to consider shaving: the moment they became dads.
BABIES COMMUNICATE THROUGH TOUCH
When your job is to sell razors, beards are bad news. In recent years, beards have been everywhere. Among certain groups of younger men, almost everyone has a beard. In Israel, the figure is around 40% for all ages.
Beards mean that fewer people shave and those who do shave, shave less often. As the market leader, Gillette takes the biggest hit.
When beards first became cool we were pretty relaxed. They’ll change when they get their first job, we thought. Now even the boss has stubble…
We realised that probably the last opportunity to change behaviour was when men become dads. Research shows that the male brain physically changes, putting new dads into a state where they are willing to make a change... for their baby.
But it wasn’t enough simply to repeat Gillette’s performance message. We also needed to change the way Gillette talked to men. We needed to demonstrate that the brand understood there were multiple ways to be a man.
At this point, we “borrowed” an insight from Pampers: new-born babies’ only means of communication is via touch.
Research by Harvard University and The Boston Children's Hospital has proven that "Love Hormones" released after birth and "skin to skin" communication help babies' development as they learn to trust their parents.
Clean shaven was better for babies than beards. Our objective was to convince new dads to consider going clean shaven for the first months of fatherhood.
WE WOULD USE TOUCHSCREEN TECHNOLOGY TO DEMONSTRATE THE IMPORTANCE OF SKIN TO SKIN CONTACT
The benefit of skin to skin contact is hugely powerful for new-borns and their parents. It’s how they form a critical bond during the first few months of life.
We needed a platform to convey this message; that’s where we would promote Gillette’s new view of what it means to be a man.
We wouldn’t just target dads – a small part of our demographic – but use “fatherhood” to portray a richer, more updated and relevant depiction of men.
We would celebrate the emotional, caring side of manhood at the moments when dads and mums were thinking about their new-born or about-to-be-born.
Central to our message was touch. As research shows, our brains process it 1.7 times faster than visual images. So, our strategy would focus on two principles:
• First, we would highlight the importance of "skin to skin" communication among new/expecting parents and raise awareness of the new meaning of BabyFace.
• Second, we would let these new parents experience that skin sensation for themselves – via a unique piece of sensory storytelling.
In a media first , we would use haptic technology – the tech in your tablet and phone that applies forces, vibrations, or motions to recreate the sense of touch – to let men experience what it’s like for baby to touch a rough, scratchy beard, versus smooth, clean-shaven face.
We would deliver our messages when mum would be watching too. Mums make huge sacrifices by giving birth, so we wanted her to put that extra bit of pressure on her man to do “one little thing” for the baby.
OUR HAPTIC TECH APP LET DADS EXPERIENCE WHAT BABY FEELS WHEN THEY TOUCH A BEARD
The centrepiece of our campaign was BabyFace, a unique app for mobile and tablet which lets users feel what stubble and beard hair feels like for babies.
The app shows an image of a heavily bearded man. Using force-touch technology – which gives off pulses or vibrations when a user touches the screen – dad can rub the beard with his finger to experience the scratchy sensation a baby would experience.
To feel the difference between rough and smooth, dad can add shaving foam to the face and shave it off with his finger to reveal a squeaky clean, baby-friendly, smooth face.
The BabyFace app and our message were delivered wherever we could find new dads; at baby-fairs, and at preparation-for-birth courses. We also created a Gillette-branded shaving booth in Israel’s biggest maternity ward, where 10% of all babies are delivered.
We even reached dads when they were buying their first nappies, and, in the first-ever global tie-up between Gillette and Pampers, created ‘daddy packs’ that combined nappies and razors.
We also targeted dads via an online dads club. The club used information from Pampers’ information bank, to provide practical information about how to be a great parent, such as how to manage baby’s first bath.
We back it up with TV spots before the evening news – spots normally used for public service messages – challenging dads to give up their beard for baby.
Lead Media Agency
MediaCom Connections Israel
Creative Agency - Adler Chomski Grey Israel
PR- Stern - Ariely - Shahar
Branded Content - Grey Content
Haptics Application - Tanvas
Online content - Blazer Magazine
Events - Promarket