Gillette: Handle With Care [image]

Credits & Description:

Title: Handle With Care
Agency: Procter & Gamble, Grey New York
Brand: Procter & Gamble
Country: USA
Entrant Company: Grey New York
Advertising Agency: Procter & Gamble, Boston / Grey New York
Pr Agency: Ketchum, New York
Additional Agency: The Mill, New York / Possible Cincinnati / Townhouse, New York
Production Company: Humble TV
Post Production: Postal
Chief Creative Officer: Andreas Dahlqvist (Grey New York)
Executive Creative Director: Leo Savage (Grey New York)
Executive Creative Director: Jeff Stamp (Grey New York)
Associate Creative Director: Jon Cochran (Grey New York)
Evp, Account Director: Brian Weston (Grey New York)
President: Bennett Mccarroll (Townhouse)
Svp, Head Of Integrated Production: James Mcpherson (Townhouse)
Vp, Integrated Producer: Katy Hill (Townhouse)
Brand Franchise Leader: John Mang (Procter & Gamble)
Brand Manager: Sushant Trivedi (Procter & Gamble)
Account Supervisor: Robyn Hendel (Grey New York)
Principal Design Engineer: Matthew Hodgson (Procter & Gamble)
Associate Director, Communications: Kara Buckley (Procter & Gamble)
Art Director: Will Warner (Grey New York)
Copywriter: Tan Erginay (Grey New York)
Svp, Account Director: Elizabeth Meny (Grey New York)
Vp, Account Director: Gabi Newton (Grey New York)
Creative Technology Director: Mauricio Ruiz (Grey New York)
Senior Digital Producer: Gisselle Metauten (Grey New York)
Project Manager: Joey Scarillo (Grey New York)
Account Director: Michelle Stechschulte (Possible Cincinnati)
Solutions Analyst: Sean Hurley (Possible Cincinnati)
Program Manager: Tiffany Dechirico (Possible Cincinnati)
Content Manager: Rachel Schramm (Possible Cincinnati)
Director/Cinematographer: Rudi Schwab (Humble)
President/Founder: Eric Berkowitz (Humble)
Executive Producer: Mark Kovacs (Humble)
Director Of Operations: Jason Mayo (Humble)
Senior Vice President: Courtney Perry (Ketchum New York)
Practice Director: Kirsty Merritt (Ketchum New York)
Outcome:
For Procter & Gamble, the implementation, design, and manufacturing of a new product is incredibly complex and can require up to 5 years; however, due to the powerful idea behind Handle with Care and the passion it created within Procter & Gamble and Gillette, the process was accomplished – from concept to in-market launch – in an unprecedented 18 months. The Gillette Treo (as it will be called in market), was met with an overwhelmingly positive response from caregivers and the caregiving community around the world, with thousands of requests to try the product. We received strong positive feedback that the razor is transformative and significantly helped make the shaving experience easier, more seamless and dignified.
Strategy:
By 2060, the population of 85+ is expected to increase from 6 to 18 million. With grooming serving as one of the most important ways that men under care maintain normalcy and dignity, we identified an opportunity to drastically improve the assisted shaving experience. We approached the effort in three phases: First, create a razor that makes assisted shaving easier, safer, and more comfortable for millions of men under care and their caregivers. Next, make products and education available to those who need them the most via targeted outreach and online sampling efforts. Finally, document the lives of caregivers and men under care and Gillette’s journey to revolutionizing assisted shaving as a reminder that grooming is deeply emotional and relevant to all men at all life stages.
Relevancy:
Gillette has always believed that “The Best A Man Can Get” is when he looks and feels his best, and the Handle with Care initiative ensures that all men, no matter their circumstances, can do just that. With a commitment to meaningful, category-redefining innovation, Gillette rethought razor design and created a razor specifically for men under care and their caregivers. To help inform the design, Gillette then enlisted caregivers to test the product and share their feedback. By addressing their previously unmet needs, Gillette aims to make assisted shaving an easier, safer, more comfortable, and more dignified experience.
Synopsis:
Between 2015 and 2060, the population of 85+, which has the highest disability rate of any age group and is highly susceptible to illnesses such as Alzheimer’s and dementia, is expected to increase from 6 to 18 million. Even more incredible are the stories of the hard-working, often underappreciated men and women who sacrifice so much to care for the elderly. Despite caregivers dedicating 24 hours per week on average to activities like grooming, the process is inefficient, high-risk, and uncomfortable for both men under care and their caregivers. In over 100 years of razor innovation, thousands of razors have been designed for personal use...but 0 have been designed for use on someone else. With grooming serving as one of the most important ways that men under care maintain normalcy and dignity, we identified an opportunity to partner with Gillette to drastically improve the assisted shaving experience.
Execution:
Partnering with experts in Gillette Innovation and Research & Design, we engineered a razor for men under care, caregivers, and their specific grooming needs; customizations included: replacing the traditional stick handle with a divot for greater caregiver comfort and control; a cost-effective blade intended for single use to prevent infection; and a handle with built-in lubrication, eliminating the need for messy shaving cream or a difficult move to the sink. To help inform the design, we enlisted caregivers to test the product and share their feedback.To get products into the hands of those who needed them the most, we initiated targeted outreach to care homes and launched a webpage to allow interested parties to sign up for updates about Gillette’s new assisted shaving solution. The page features a short film of a man caring for his elderly father to highlight the challenges that inspired the Handle with Care initiative.
Campaign Description:
We wanted to impact caregiving in a meaningful and long-lasting way with intuitive and tangible innovation. The idea was simple: Thousands of razors have been designed for inward use on one’s own face. But what would it look like if we redesigned the razor for use on someone else’s face? We’d need to address functional issues, like handle ergonomics, blade economics, and skin prep, as well as personal ones, like dignity, usability, and comfort. All in all, the Handle with Care initiative symbolizes Gillette’s commitment to making sure that all men, no matter their circumstances, can be their best.