Gillette Promo MIRACLE SHIRT by Proximity Paris

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Industry Deodorants
Media Promo & PR
Market France
Agency Proximity Paris
Creative Director Lime Studio - Rohan Young, Remi Guilbert
Art Director Ingrid Prudhomme
Copywriter James Watkins
Released April 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: GILLETTE
Product/Service: DEODORANT
Date of First Appearance: Apr 1 2010 12:00AM
Entrant Company: PROXIMITY BBDO, Boulogne-Billancourt, FRANCE
Entry URL:
Business Lead: Gabrielle Moss (Proximity BBDO)
Account Manager: François Dancoisne (Proximity BBDO)
Strategic Manager: Sarah Blackman (Proximity BBDO)
Creative Director: Remi Guilbert (Proximity BBDO)
Art Director: Ingrid Prudhomme (Proximity BBDO)
Copywriter: James Watkins (Proximity BBDO)
Flash Developer: Cedric Conton (Proximity BBDO)
Abm Rbu: Guy White (Proctor & Gamble / Gillette)
Brand Manager RBU: Oggie Kapetanovic (Proctor & Gamble / Gillette)
Marketing Director RBU: Max Menozzi (Proctor & Gamble / Gillette)
ABM UK MDO: Jenna Leathers (Proctor & Gamble / Gillette)
Creative Director: Rohan Young (CLM BBDO)
Account Manager: Sarah de Vilmorin (CLM BBDO)
Account Manager: Adrien Dumont (CLM BBDO)
Media placement: Website - - 1st April 2010
Media placement: E-Mail - Men Clients - 1st April 2010
Media placement: E-Mail - Women - 1st April 2010
Media placement: Print Ad - Sun, Mail, Metro, Times, Telegraph, Guardian, Independent, Mirror - 1st April 2010
Describe the objective of the promotion.
Gillette were launching their new Professional Power deodorant in the UK with a limited marketing spend and, therefore, an entrepreneurial spirit.The BriefUse digital to drive emotional connection with men who have significant Body Odour (BO) issues.The insightSerious BO affects men’s whole mental health, often causing anxiety, stress, and depression. Only a miracle could fix this.
Describe how the promotion developed from concept to implementation
Cure thousands of men who suffer from emotional torture because of their body odour with a miracle solution.Use humour to bypass the negative emotion and engage with consumers in a totally unexpected, fun way, especially for Gillette.On April Fools Day in the UK, we launched Miracle Shirts with breakthrough odour neutralising G.U.F.F technology, only to reveal a more realistic way of impressing the ladies, Gillette Professional Power deodorant.Communication Plan:Email sent on April 1st to 500,000 men Email sent on April 1st to 30,000 women from Quarter-page ad in 8 major national newspapers on April 1st : Sun, Mail, Metro,Times, Telegraph, Guardian, Independent, MirrorMiracle Shirt hoax website
Describe the success of the promotion with both client and consumer including some quantifiable results
1236% traffic on Gillette UK website (Compared to March 31st)15% of total pages views on worldwideOver 22 000 unique visitors, all of them refreshing the page to watch the spoof again (44 000 pages views)10% of the visitors went to Gillette UK website for more info on Professional Power deodorant.62% of visitors came to the website by typing the URL directly, meaning from the Print or word of mouth,16% came from the email,11% of both male and female email recipients clicked through on the email.Our site was ranked 1st on Google UK (april 1st) and we received instantaneous media coverage.
Explain why the method of promotion was most relevant to the product or service
Email sent on April 1st to menWhen consumers clicked anywhere on the email, they landed on Miracle-shirt.comAnd to 30,000 ladies…(Subject line)Prank your man with this perfect April Fool from Gillette! (email)In good old April Fools’ tradition, we’ve created this spoof innovation for keeping your man smelling sweet – the odour-eating Miracle Shirt! Check out the gag at, and forward the email below to friends all about the perfect product for them!Don’t forget to change the subject line so they think it is for real!Quarter-page ad : (Eye patch refers to a famous UK ad, “the man in the Hathaway shirt”)