Take the Rough or the Smooth?

No doubt the Bard would balk at the bastardisation of his famous quote (to BEard or not to BEard), but the headline of their blog does sum up Gillette's new campaign perfectly. The basic premise is that they are helping identical twin brothers George (bearded) and Dean Georgiades sort out their disagreement about which look is best - hirsute or hairless.

This campaign itself is a quite unique proposition, as it is being conducted online, predominantly through the medium of Twitter. The twins will be competing in a series of challenges to determine attractiveness, aerodynamics etc of their respective facial states and the results will be posted on Twitter. The public can participate every step of the way and the ultimate winner will be decided by a good old fashioned popularity contest - the twin with the most followers. (We can report that George is winning at the time of writing.) The twins profiles are @georgiogeo and @dino_geo respectively so go and make your Tweets heard.

This is an interesting use of social media and is a good example of the current trend for brands to have less overt involvement in what are essentially brand building exercises.