We reintroduced Gillette to a new generation with a fresh new look and feel, launching innovations during the Super Bowl to prove it’s not your dad’s razor.
Everybody knows Gillette. They’ve been around for over a hundred years. But with a crop of new razor brands popping up young men saw Gillette as a company for their dads.
So we set out to show a brand-new generation of men a brand-new Gillette. We started by launching a brand-new innovation on the biggest stage possible: The Super Bowl. Then we dropped some brand-new packaging with some brand-new spokespeople. And then for good measure we launched a brand-new range of pubic hair products—showing men that Gillette is not their dad’s razor but a company that has continuously innovated to meet the needs of a new generation of men.