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Gillette launches new global brand marketing campaign


NEW YORK Gillette is set to debut its first global brand campaign in five years.

Building on the brand's recent introduction of men's hair styling and personal care products, the new campaign is part of Gillette's strategy to expand the brand beyond shaving, and strengthen its emotional bond among men. A modernization of Gillette's "The Best A Man Can Get" equity, the new campaign is titled "The Moment."

"This new campaign is a natural progression of our successful 'The Best A Man Can Get' campaign. It supports our strategy to build our global leadership in men's grooming and strengthen the emotional bond we have with more than 600 million men who start each day with Gillette," said Peter Clay, VP brand franchise leader for Gillette.

The campaign features everyday guys, as well as the Gillette Champions -- Tiger Woods, Roger Federer and Derek Jeter -- experiencing moments of doubt, and shows how they overcome them to succeed. The 30-second TV spot depicts the doubt faced by every guy, whether it is the moment he steps on the doorstep before a date, just before he delivers a presentation or giving a "best man" toast at a wedding, and the role Gillette's high-performance grooming products play in helping him gain the confidence to succeed in that moment.

The TV ad debuted in the United States at the Men's Fitness Ultimate Athlete event on June 20, and will begin airing more broadly throughout the United States on numerous sports, primetime and cable programs. The advertising campaign was executed by BBDO New York. Additional marketing elements featuring the full Gillette male grooming product range will begin appearing in July, including print advertising, point-of-sale materials and digital advertising.

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