Gillette Superiority Competition

In Gillette Superiority Competition Through an impactful and catchy poster, find original ways to show Gillette’s value and make men pick their razors.

For 120 years, Gillette has delivered precision technology and unrivalled product performance. Their razors are used by over 800 million men around the world – and you might be one of them. Over this time, Gillette has developed a wide variety of products including a range of different razors to suit every consumer at every price point.

Alongside the other famous traditional competition brands and private label products, there are increasing amounts of competition across shavecare in Europe. Whether they are online or in-store, they all want to “shake” the shaver’s category by bringing something new to the traditional brands such as Gillette. The main change is they approach consumers differently: presenting a simpler offering with a focus on delivering a good shave and a cheaper solution. Even though products might be similar, people tend to favour those new brands as they feel they get better value out of them.

But there is much more beyond value than just the money you pay for your shavers. Most people can’t tell how much a shave is worth as they all have different habits and products. We need to change this perception, and for this, we need your help.

Gillette feels they should remind men, and especially the new generations, what makes the value of their products. We need your creativity to find new ways to communicate on its products and convince men that it is worth paying for a Gillette product.

The objective of this contest is to bring to life in a creative way the fact that Gillette offers the best value for money and is worth paying the price. We want men to think about more than just the price of a razor. There are a lot more reasons why men should pick Gillette. We want to change the perception that choosing a razor should be a matter of money.

We are targeting all wet shavers’ users, and primarily looking at the ones that don’t use Gillette because they don’t see why they should pay more for it and consider cheaper options are good enough. Your idea should appeal to a younger audience, the GenZ, as they are future consumers Gillette wants to approach with this new campaign.

Long lasting: all Gillette blades last up to 1 month
Good quality: Gillette blades are sharper than a surgeon’s scalpel and stronger than steel
Adaptable: Gillette range of products caters to every men needs and budgets:
- MACH3: Classic Smooth Shave
- FUSION5: Lasting closeness
- PRO: Unbeatable Closeness and Comfort
- SKIN: Designed to Stop Irritation

We don’t to make things too complicated to convince men to choose Gillette. We believe we can creatively build on the unique assets of the brand to build an impactful and catchy story. In this document you can find many other interesting facts about Gillette.