Gillette talks kisses and synchronicity with The Bachelor

By Wenlei Ma | 26 September 2013

Procter & Gamble's Gillette had over 12,000 respondents to its 'The Kiss Debate' unbranded survey, which had been promoted throughout Ten's The Bachelor.

Yesterday, Gillette outed itself on social media platforms as being behind 'The Kiss Debate', before it was announced during The Bachelor in ad breaks throughout last night's episode.

“Launching 'The Kiss Debate' on The Bachelor was such a natural synergy for Gillette – what better way to showcase a debate on kisses than a show about love and the kiss,” said Procter & Gamble Gillette brand manager Emman Delacruz. “We have a created a platform which allows the nation to give their opinion, and so far, the results have been incredibly strong.”

“To strengthen the campaign, we also conducted a social experiment to measure the cognitive and emotional responses of women kissing men – with or without stubble,” she added.

Delacruz said Gillette's survey, while not conclusive, found women liked the look of stubble, but they preferred clean shaven men when kissing.

Ten national head of Generate Kylie Rogers said The Bachelor was the first property Gillette used for 'The Kiss Debate', which will also be promoted across Ten and News Corp's digital platforms. The campaign includes a specially built website, five TV ads, a three-minute online film and other digital assets.

The Bachelor, which has had tepid live ratings but is performing well in female demographics, was chosen, according to Rogers, because Gillette knew its purchasing consumers were mostly women.

Last night, The Bachelor attracted 612,000 viewers, according to overnight OzTam figures, down from the previous week's 656,000 people.

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