I Love Carnaval!
During the largest popular celebration in the world, Carnaval in Salvador, where flirting comes with the territory, we asked renowned band “Chiclete com Banana” to record a song that had a chorus that would recall the brand’s claim, but with the strength to become a hit and naturally "stick" in the minds of Brazilians. From there came the chorus: "I shaved with Gillette, my face is pretty smooth, now I’m ready, to be kissed by you."
Adding to this, we convinced the band’s singer, one of Carnaval’s biggest icons, to shave off his characteristic beard which he had had for 38 years. We also set up barber shops in different areas of the city, reinforcing a movement started by the idol of millions of Brazilians.
Promote the launch of Gillette’s latest product during the largest popular celebration in the world, Carnaval in Salvador. Promote the launch of Gillette’s latest product, the Gillette Mach3 Sensitive razor, whose claim is "The only red on your face will be from kisses." We started a movement that encouraged men to shave to get more kisses.
The Idol of Brazilians
We asked renowned band "Chiclete com Banana" to record a song that had a chorus that would recall the brand’s claim, but with the strength to become a hit and naturally "stick" in the minds of Brazilians. Adding to this, we convinced the band’s singer, one of Carnaval’s biggest icons, to shave off his characteristic beard which he had had for 38 years.
We also set up barber shops in different areas of the city, reinforcing a movement started by the idol of millions of Brazilians. The hit was immediately a smash hit and it was chosen from among other hits by the country’s biggest stars as one of the top three Carnaval songs in open and spontaneous voting.
We reached an impact of 20 million through spontaneous media on TV and radio, in newspapers and magazines, and online. On Twitter, we were in the "worldwide trend topics" for over 48 hours.
There were over 3 thousand shaves in 5 days of celebration at mobile barber shops spread throughout the city. And the best part: the product was sold out at points of sale.