Gillette

Services: New Product Brand Development & Global 360 Brand Campaigns (while at BBDO NY)

I worked with Gillette for four years on various products and global initiatives, including Gillette ProGlide Styler, Gillette ProGlide, Gillette Mach3, and Gillette Skincare. For Gillette ProGlide Styler, I helped with product development, naming, positioning, and the creation of an Effie-winning, celeb-packed global campaign to launch the product. I helped Gillette authentically embrace facial hair by recognizing that it is an extension of a man's style that deserves precision. With their campaign "Masters of Style," Gillette was able to connect with a new audience, "urban stylers," increase their relevance, and grow their business. The launch spot premiered during the Super Bowl, with post-launch results showing increased brand perception, preference, and purchase. Digital "How To" videos helped men get the most out of the tool and become "Masters of Style" themselves. I also successfully launched Gillette into the body-grooming category with the integrated global campaign, "What Women Want."