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%!
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.
