Gillette

I Don’t Roll on Shabbos

Challenge

Sales

Summary

Jewish laws dictate refraining from anything that’s considered work on Saturday/Shabbat, even putting on deodorants! Turning this restriction into an ultimate torture test proved our superiority and boosted sales by 24%!

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The Campaign

Gillette deodorant is amongst the top brands in Israel. Unless you are an Orthodox Jew.

The Orthodox sector – which makes up 30% of Israel’s population – follows a strict religious lifestyle; they don’t shave and don’t consume mass media. Gillette means little or nothing to them.

We found a message that connected with this unique community and identified new media moments to make it incredibly powerful. First we got Judaism’s rabbinical authority to endorse stronger deodorant and then we integrated Gillette’s solution into every media channel used by the community.

We took a brand that was little known among Orthodox Jews from 3% to a staggering 15% share.

Casestudy Wide 1

Results

Share of Orthodox community grew from 3% to
12%
in just two months.

Awards

Festival of Media Global 2018
Gold
Best Local Execution of a Global Brand
Festival of Media Global
Silver
Best Communication Strategy
Cannes Media Lions 2018
Silver
Cannes Media Lions 2018
Bronze
M&M Global Awards 2018
Grand Prix
Campaign of the Year
M&M Global Awards 2018
Gold
Best Campaign led by Ambient/Traditional Media
M&M Global Awards 2018
Gold
Best Integrated Campaign

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