Female Millennial, Gen-X Opps: Gillette celebrates pubic hair in new campaign

Gillette launched a campaign that celebrates the care that women take when shaving their pubic regions. Made by Grey Group, the work was designed to start normalizing conversations around body parts. Sellers should reach out sooner rather than later to secure last-minute ad dollars.

Since the beginning of 2022, iSpot reports Gillette has allocated roughly $38m toward national TV commercials, up 46% from the roughly $26.1m allocated by this point last year. The razor brand ended up allocating roughly $44.7m toward this channel last year, down 6% from the roughly $47.8m allocated in 2020. Gillette's 2022 commercials have targeted a male-skewed audience via shows such as NBA Basketball, NFL Football, NCIS, Chicago Fire and Blue Bloods.

According to Pathmatics, the brand has spent approximately $10.1m on digital ads YTD, down 27% from the approximately $13.8m spent within the same 2021 timeframe. In 2021, Gillette's estimated full-year spend decreased 12% to $20.9m from that of $23.8m in 2020. So far this year, the brand has earned around 1.2b digital impressions via Instagram (37%), desktop video (24%), Twitter (22%), desktop display (13%), Facebook (3%) and mobile display (1%) ads. Most (93%) of this year's desktop video ads have been placed site direct onto YouTube.

This new campaign targets women. The fact that Gillette's TV spend is growing while its digital spend shrinks leads me to believe it's primarily targeting millennials and Gen-X. Per Kantar data, the brand also utilizes local broadcast. It holds planning conversations in Q1 and buying conversations in Q4.

Agency & martech readers - Gillette's parent company, Procter & Gamble (P&G), may need brand-specific, project-based assistance on future Gillette campaigns; get in touch soon to see. Grey handles Gillette's creative and digital; the brand also works with Carat (media), Ignite Social Media (social) and Saatchi & Saatchi X (digital and social).