Despite being an iconic, global brand, Gillette carried zero equity with one group—Orthodox Jews—who make up 25% of the population in Israel and don't consume the same media as the rest of the country.
Tasked with proving to Orthodox men that Gillette deodorant was worth paying for, the MediaCom Connections Tel Aviv team stumbled upon a golden insight in where else but the Bible.
Fill out the form to the right to examine the campaign that topped the WARC Media 100 from the inside out. Gilad Kat, Director of Communication Planning at MediaCom Connections Tel Aviv, shares detailed insights on the campaign that grew Gillette's market share from 3% to 15%.
The WARC Media 100 is part of the WARC Rankings, the global index of excellence in marketing and successor to the Gunn Report. Visit warc.com/media100 to learn more.