2011 Jay Chiat Awards Winners

Campaign for Existing Brand—Bronze
BBDO India
P&G/Gillette Mach 3 | "WALS: Women Against Lazy Stubble"

Nag…Nag…Nag!

OR…WHAT’S A BRAND TO DO WHEN IT'S COOL TO NOT USE ITS PRODUCTS?

This is not an advertising tale…but rather the story of how a novel planning strategy reversed a cultural trend in order to tackle an issue that had become a perennial thorn in the side.

It is about an idea from left of field that involved Gillette counter-intuitively galvanizing women into starting a national conversation.

And it's an inspiring case of a marketing team going beyond buzz and awareness to directly impact a sales graph that was heading south. Big-time.

By campaigns end, sales volume had risen by 70% and market share had tripled.

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