As the biggest brand in male grooming, Gillette has a proud heritage of helping men be the best they can be. But in 2017 it had a challenge that with no new product developments to market itself around it needed a different communications platform that would make a difference on the shelves. The Lions was a great equity ﬁt, with a history of bringing the best of Britain and Ireland together. An equity ﬁt wouldn’t be enough though. Partnering The Lions and Gillette with a masterfully planned and executed sponsorship activation campaign was a perfect combination that made a tangible difference to the right audience at the right time, delivering a whopping 18% sales growth year on year.