Procter & Gamble Archives - Romanian PR Award

With more than 100 years legacy in continuously innovating and developing new razors for a comfortable shave, Gillette was about to introduce in Romania a totally new product that targeted men with highly sensitive skin during shaving. This time, the product came with only two blades and a unique innovation – SkinGuard technology. In order to avoid confusion among consumers who have already been used with innovations around the precision blades, we set the main product benefit at the core of our launch campaign.

Gillette SkinGuard – Confessions and irritations Read More »

The latest research discovered that there’s more microplastic 1000 feet down in the Pacific Ocean than there is in the Great Pacific Garbage Patch. Let’s zoom in – Romania, 2019. Only 14% of waste is recycled. Authorities are constantly changing the laws and passing on the responsibility, making it almost impossible for collectors to operate. Not recycled waste ends up in landfill, affecting clean waters, kid’s playgrounds, clean landfills for agriculture, beaches, even tap water.

A classroom like home Read More »

The last couple of years haven’t been easy for Pampers. Although a dominant leader of the category, Pampers was losing ground with moms. By mid-2017, Pampers, whom before was a true love brand, started confronting with a lot of negative reactions from moms turning the brand’s Facebook page into a section of complaints.

Pampers says “Good night, concerns!” Read More »

After several years with only few communication initiatives implemented, Pantene, one of the most loved beauty brands in the world, had a single-digit market share on the local market. P&G needed to take quick action to change the situation.

PANTENE OFFER STRENGTH Read More »

For the launch of new Lenor range, Inspired by Nature, we used a mix of media event, influencer communication and consumer activations, but what we did differently was we built the entire campaign around an established fashion event. Instead of doing an owned event, we adapted Lenor to Fashion Week infrastructure which allowed us to have the same level exposure as any other runway show.

Lenor Inspired by Nature Fashion Collection Read More »

NGO Act for Tomorrow is constantly preoccupied to promote social responsibility and educate people on bettering their life quality in a way that preserves resources. A 2019 study on consumer behavior showed that we frequently wear on average only 20 of our clothes. Sounds wasteful, right? At the same time, textile waste is the 2nd biggest pollution source on the planet, while in Romania textile recycling infrastructure is a highly debated topic in the Chamber of Commerce and Industry.

New Life for Old Clothes Read More »

On the night of September 4, 2017 Romania was losing against Montenegro and missed the qualification to the 2018 World Cup. Yet another failure, as the last time we qualified for a World Cup was with Hagi leading the way for us at the 1998 (!) Coupe du Monde in France.
So, Gillette decided to team up with the Romanian Football Federation not as a sponsor of the National Team, but more as a supporter of the future of football in Romania.

Performance has a future Read More »