The Challenge: Gillette, the men’s razor market leader for decades, was losing market share in North America to direct-to-consumer challengers, facing an unprecedented threat. As a result, Gillette turned to the Stagwell Group to develop a holistic strategy with key inputs from SKDK and other Stagwell portfolio companies.
Strategy & Results: Based on research conducted by sister firm National Research Group, Stagwell and SKDK developed a television and digital campaign. In the fall of 2017 Gillette saw its first quarter of growth since 2013.