Being the top-of-mind brand doesn't always mean that people know your product really well.
After decades of being the top shaving brand in Indonesia, Gillette is known to many people for its distinctive blue color, but not many people know about Lubastrip technology. The water-activated technology that makes the shaving experience become smoother.
Most Indonesian men use this low-end Gillette razor without water, their habit is to dry shaving wherever they need to. Therefore, they will never know why Gillette is the best a man can get.
This is the first-ever Gillette's local campaign that educates low-end razor users to water it before using it, in the most relevant and interesting way.
Showing the real situation from the real user's point of view.
Using the local character as Gillette man.
