Mumbai: Weber Shandwick’s (CV|WS) “W.A.L.S.” (Women Against Lazy Stubble) campaign for client Procter & Gamble (P&G), which successfully launched Gillette’s Mach 3 razor in India, won “Launch of a New Product” at IPRA’s annual Golden World Awards . The Golden World Awards are among the most competitive in the industry, with this year’s judges electing 26 winners from 352 entries received from 42 countries. The prize ceremony is scheduled to take place at the IPRA Summit in London on 5 November 2010.
The W.A.L.S. campaign for men’s grooming brand Gillette creatively mobilized women in India to advocate for men to adopt the clean-shaven look. The campaign utilized the results of an A.C Nielsen survey that showed that 85% of Indian women prefer clean-shaven men, a finding that runs contrary to the look that numerous Indian men and even celebrities often wear. Corporate Voice I Weber Shandwick leveraged this survey result to create the women’s advocacy group W.A.L.S that led to the “Shave India Movement” to convince men to shave. The campaign, culminating in a mass “Shaveathon” in which approximately 2,000 men publicly shaved their beards using Gillette’s Mach 3 razors, created world records in the Guinness World Book of Records and the Limca Book of Records in India.
“We are delighted to see Gillette’s Shave India Movement, once again, being recognized on such a prestigious platform like the IPRA Awards – the only winner from India. PR continues to be fundamental to brand building and a core pillar in all marketing campaigns at P&G, including being the source of holistic ideas such as the Gillette Shave India Movement. I’d like to thank Corporate Voice | Weber Shandwick for helping to bring this innovative idea to life and building the equity of Gillette Mach 3,” said Shweta Shukla, associate director & head of external relations, P&G India.
“The W.A.L.S. campaign demonstrates the power of Weber Shandwick’s unique Advocacy approach. By equipping women to be advocates for the clean-shaven look that Gillette delivers, the campaign impacted male consumers’ grooming preferences and purchasing decisions,” said Shiv Reddy, CEO, Corporate Voice | Weber Shandwick. “This award-winning campaign produced history-making results that we are very proud of.”
Days earlier, the same campaign earned a Silver Lion at the 57th Cannes International Advertising Festival in the “PR Led Integrated Campaign” category.