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Mach3 - "Mach3 Sensitive" - MediaCom Mexico

  • Mach3 Sensitive
  • Mach3
  • Procter & Gamble
  • MediaCom Mexico
  • Mexico
  • Mach3 Sensitive
Product CategoryRazors, Blades
Date of First Broadcast/PublicationNovember 2010
Media TypeCase Study
Length181 Seconds
VP Strategic Planning Carlos Sologuren

Problem

In Mexico, the challenge for male grooming brands is often made even harder by the traditional attitudes of an audience who do not feel that 'sensitive' products belong in their 'sensible' no-nonsense grooming regimes. While men in this region feel the need to look good, they see little benefit in using products – shaving is usually the limit to their grooming routine. Even though many suffer from stubble rash, Mexican men would rather miss a few days of shaving rather than treat the problem with a hydrating cream or moisturiser.

To help Gillette reach this audience with its new Mach3 Sensitivity range, we knew that we would need to leverage the company's authority as a traditional leader of male shaving products. We would need to convince consumers that, the Mach3 was a no-nonsense razor and despite its premium price tag, was well worth the extra investment. It was the sensible choice for a sensible man.