King C Gillette Launch
To launch King C. Gillette, P&G tapped Spotset Radio Network to build awareness, relevance, and consideration among Black men 18–34.
In Black culture, “King” is more than a title- it’s a tribute to legacy, pride, and resilience. With grooming as a key part of self-expression, a well-styled beard becomes a crown. This campaign uplifted and empowered Black men, celebrating their individuality, confidence, and community.
The campaign featured 4 Black men across varying professions (an executive, athlete, musician, and filmmaker) authentically sharing how King C. Gillette has specific products that help them master their own personal style. Custom :30 and :60 audio vignettes produced by Spotset ran across 41 stations, spotlighting real voices and driving strong cultural relevance.
- 26 million + impressions
- Authentic brand connection with a formerly untapped audience
