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Gillette Launches New Global Brand Marketing Campaign

Posted: July 6, 2009

Gillette is debuting a new global brand campaign, its first in five years, that builds 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, titled "The Moment," was developed from a deep understanding of men, according to the company. Gillette conducted extensive global research among thousands of men that revealed that men are looking for products that "give them the confidence they want and need to step up, perform and look, feel and be their best."

"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, vice president, brand franchise leader, Gillette.

The campaign features everyday guys, as well as the Gillette celebrity spokesmen: Tiger Woods, Roger Federer and Derek Jeter. The 30-second television spot depicts the doubts faced by men in life, 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 grooming products play in helping him gain the confidence to succeed in that moment.