Gillette will start their ‘The Beard Debate’ campaign with a TV Commercial that tries to get people to notice that the UK is becoming a lot hairier. The idea is to create on/offline social buzz around the idea of “the beard” and whether it’s a good or bad thing. To start of the campaign Gillette want to create brand association with the situation rather than trying to sell their products. 

The first part of the campaign will rely heavily on print advertising. To try and get people taking part in the online #TheBeardDebate and finding out what peoples views are on the topic, surrounding whether they are for or against the beard.

The social aspect of the campaign will cover all the main social media platforms. Twitter being used most as that is where most conversations online happen. By creating conversations with celebrities and the public (through twitter and through their print campaign) Gillette intend for the campaign to go viral. 

As a secondary aspect to the campaign (after the hype surrounding #TheBeardDebate has died down) Gillette will create print ads to position their brand around the beard. Instead of wanting to get rid of all facial hair, Gillette intends to try and eradicate beards that are out of control. Their tag line is ‘for the beards that just don’t make the cut’, which stems from the start of the campaign and the idea of looking into whether or not beards should stay or go. 

Gillette will also create an experiential idea, taking place in the city of London (Covent Garden & Trafalgar Square). They will have pop up stalls with stylists on hand using the Gillette products. When someone walks past with a huge uncontrollable beard that needs to either be tamed, trimmed or completely cut off the stylists will get to work. The campaign will be recorded and made into a case study video that can be shared on social media.