Sweden is a cold and dark country to live in during winter. As a consequence, sales of Gillette Venus razors and blades plummet for 5 months every year. On top of that, the brand's main target group is getting increasingly hard to reach using traditional media. So Procter & Gamble Nordic needed a campaign that could connect the Venus brand with the target group during the dark season and boost sales when it's -30°c outside. In January, Saatchi & Saatchi Stockholm launched Tag the Weather and made the tough weather conditions work in Swedish women's favor.
Copywriter:Petter Dixelius, Amalia Pitsiava
Art Director:Erik Hiort af Ornäs, Lisa Engardt
Account Manager:Maria Lindskog Klasén
Additional Credits:Mediacom, Jung Reltions, Hardhat, Conill Saatchi & Saatchi Miami