GILLETTE
#SHAVETHESTIGMA
OBJECTIVE: Increase brand consideration and loyalty among 18-26 year-old Black men in the U.S. by connecting with them through culturally relevant and inclusive marketing
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APPROACH: The campaign aims to both drive product purchase and make a lasting positive impact on mental health perceptions within the Black community through multi-platform engagement, authentic storytelling, and collaborative partnerships.
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OUTCOME: Achieve a measurable lift in brand favorability (+10% brand sentiment), sales (+30%), and social engagement (+25%) among Black male consumers between February 1 and August 31, 2025 compared to the previous year, with a target of 750M earned impressions, 500M music streams, and at least 3M #ShaveTheStigma hashtag mentions.
GILLETTE'S BRAND PURPOSE
For more than 120 years, Gillette has been committed to helping men look, feel and be their best….equipping men to serve as role models to the next generation.
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To feel their best and be equipped to serve as role models to the next generation, black men’s mental health cannot be ignored.
Gillette has an opportunity to reach Gen Z black men on a deeply personal and authentic level by leaning into its brand purpose and encouraging young black men to #ShaveTheStigma around mental health so they can not only be better role models for the next generation, but for themselves.
MISSION
For 120+ years, Gillette has been committed to helping men look, feel and be their best.
VISION
King C. Gillette's vision has inspired 120+ years of innovation to bring you the best shave in the world. And, we’re not done yet.
BUSINESS PROBLEM
Gillette is losing market share by failing to connect with 18-26 year-old Black men, due to a lack of inclusive marketing and the perception that its products don’t meet their unique grooming needs.
Leveraging data-driven insights, engage and win household penetration with Black US men through a culturally relevant and resonant marketing campaign that drives consideration and purchase and changes Gillette brand perceptions among the Black community.
SECONDARY RESEARCH: MEDIA & STATISTICS
More than 35% of Black Americans believe brands portray all Black people the same in advertising.
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-Pew Research Center
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SECONDARY RESEARCH: MENTAL HEALTH
According to the National Institute of Minority and Health disparities, Black men are four times likelier to die by suicide than Black women. The American Academy of Child and Adolescent Psychiatry has seen a 60 percent rise in suicide rates among Black boys over the past two decades.
INSIGHT
A Black man's mental health, like his grooming, is often neglected.
HISTORY OF SUPPORTING MENTAL HEALTH
STRATEGY
Using Gillette as a catalyst, develop authentic storytelling, launch Black Gen Z-backed products, and engage in a credible celebrity collaboration to break mental health stigmas, reinstate confidence, and empower Black men to redefine strength through vulnerability and self-care.
RELEVANCE
CREATIVE IDEA
#ShaveTheStigma campaign x limited-edition product launch with Kendrick Lamar
WHY KENDRICK?
RESONANCE
CREDIBLE
RELATABLE
As the Super Bowl LIX halftime headliner, he’ll be in the cultural zeitgeist during first half of 2025
Big mental health advocate for black men (incorporates messaging into his song lyrics)
His lyrics, song themes and life experiences resonate deeply with Gen Z Black men
Kendrick talks openly about his various facial hair and how it’s not only a reflection of his style, but his identity
OWNED MEDIA
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Product Launch
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“Shave The Stigma” Series Single-blade razor, hydrating shaving gel and Vitamin B-infused beard oil
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Campaign manifesto is on the back of the box
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Publish personal stories on Gillette’s site in which consumers share how they’re using the new grooming kit to maintain their beards (how they represent their best self, stepping away from the norm of a clean-shaven face as the face of success.)
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Customers share how they found theiridentities through grooming (why theymaintain the style they do)
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TikTok, Instagram, YouTube & Twitter/X (using #ShaveTheStigma)
EARNED MEDIA
Mid-to-late January 2025:
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Pitch and send press kits featuring Gillette’s limited edition #ShaveTheStigma series to black reporters at top consumer, music, pop-culture, black-focused and men’s health publications (under embargo until 2/10).
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February 10, 2025:
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Coordinate full media day for Kendrick immediately following the Super Bowl (2/10) as media interest will be high in which he discusses his partnership with Gillette and the importance of mental health advocacy.
PRESS KIT
SHARED MEDIA
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The best mental health advice received from a friend, family member, or mentor
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Shared via Instagram, TikTok, and X using #ShaveTheStigma
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Encourages global dialogue surrounding Black men’s mental health
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Create “Uncut Conversations” as an extension of Gillette’s TikTok page
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Submissions enter participants for a chance to be featured in Kendrick’s music video
PAID MEDIA
#1: Digital OOH - Billboard
#2: Sponsored content from Kendrick Lamar
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Upcoming music video to promote breaking the stigma around Black men’s mental health
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Promoted through social media posts
African Americans are 20% more likely to develop a mental illness during their lifetime compared to their white counterparts.
From the beginning of Black History Month (Feb. 1st), through the end of Mental Health Awareness Month (May 31), 20% of proceeds will be donated to
20 user submissions from our Uncut Conversations series who use #ShaveTheStigma will be selected to be featured in Kendrick’s music video tied to the campaign, “Behind The Beard.”
CAMPAIGN TIMELINE
January
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Mid-Jan: Tease product launch (Gillette’s owned media channels)​
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Late Jan.: Share press kits with reporters (under embargo until 2/10)
March
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“Uncut Conversations” series/ social plan
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Continue pushing paid social to encourage engagement in the #ShaveTheStigma conversation
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Billboard- Digital OOH
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Detroit, MI; Memphis, TN, Baltimore, MA;Washington, D.C.; Chicago, IL; New York, NY
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June
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Juneteenth (6/19): Kendrick
releases music video feat. 20 Black Gen Z men who engaged in the #ShaveTheStigma
conversation online
February (Black History Month)
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2/9: Super Bowl Halftime Show feat. Kendrick Lamar
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2/10: Tease partnership during full-day media tour
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Product launch (Gillette press release on corporate site and distributed across the Wire)
May (Mental Health Awareness Month)
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5/31: Donation proceeds from “Shave The Stigma” grooming kit ends
August
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8/31: End of limited-edition “Shave The Stigma” grooming kit sales (end of campaign tracking)
MEASUREMENTS OF SUCCESS
