Gillette is a well-known and respected brand in the personal care industry, with a long history of providing high-quality shaving products. As one of the most recognizable names in the industry, Gillette has been at the forefront of innovation and technology, constantly pushing the boundaries of what's possible in the world of shaving. In this campaign review, Gillette follows the comparison concept to help consumers make an informed decision about which product is best for their needs—comparing Fusion5 for a soft shaving VS Skinguard Sensitive for a comfortable shave by highlighting the unique features and benefits of each shaving razor. The campaign’s copy was in Arabic slang, translated as “Choose the right razor for the right shave,” and addressed each razor by what it’s famous for to give the audience’s choice. The use of Arabic slang in the campaign's copy may help to make the messaging more approachable and relatable for the target audience. By using language that is familiar and colloquial, the campaign may be better able to connect with consumers and convey its message in a way that resonates with them. The artwork used in the campaign is powerful as it helped to enhance the marketing concept and help communicate the brand's message. As putting both razors side by side in the artwork is an effective way to highlight the differences between the two products and help consumers make an informed decision. The campaign's geo-distribution strategy, which focused on displaying the marketing materials on highways and busy bridges across Cairo and Giza, was likely intended to reach a large and diverse audience. By placing the billboards in high-traffic areas, the campaign could reach a broad range of people, including commuters, passersby, and residents in the surrounding areas. This can help to increase the visibility and impact of the campaign, as well as create a sense of familiarity with the brand among a large and diverse audience. Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & UAE, to learn more about the newest campaigns.
