Gillette was facing significant sales declines on shelf at Target. Harry’s and Dollar Shave Club had not only disrupted Gillette’s marketshare through the online subscription model, but were commonly perceived as the better product.
Playing the competition’s game won’t be enough to reassert leadership. The Gillette story is about what the brand represented for 100 years: Performance. It is about matching the brand’s expression and experience to a superior product.
We need to ask: What does performance look like in today’s world?
Agency: Sterling Brands NYC