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
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.