For many years, Gillette shaving products have used the slogan, “the best a man can get.” Now, Gillette Is redefining the best a man can get concept to be more culturally relevant for today’s marketplace. And it addresses the proper ways for men to act.
As we noted before, “Purpose-driven brands know the best way to make money is to not prioritize profits. Why? Because the only way succeed is to have a purpose.”
New Campaign: Gillette Is Redefining the Best a Man Can Get
At its Web site, Gillette says:
“Thirty years ago, we launched our The Best A Man Can Get tagline. Since then, it has been an aspirational statement, reflecting standards many men strive to achieve. But turn on the news today. And it’s easy to believe men are not at their best. Many are at a crossroads. Caught between the past and a new era of masculinity. While it is clear that we need changes, how we can effect change is less obvious. It feels daunting to begin. So, let’s do it together.”
“It’s time we acknowledge that brands, like ours, play a role in influencing culture. As a company, we encourage men to be their best. Thus, we have a responsibility to make sure we promote positive, attainable, inclusive, and healthy versions of what it means to be a man. With that in mind, we spent the last few months taking a hard look at our past. And reflecting on the types of men and behaviors we want to celebrate. We’re inviting all men along this journey with us. Strive to be better. Make us better. And help each other be better.”
“From today on, we pledge to actively challenge the stereotypes and expectations of what it means to be a man everywhere you see Gillette. In the ads we run, the images we publish to social media, the words we choose, and so much more. As part of The Best Men Can Be campaign, Gillette commits to donate $1 million per year for the next three years to nonprofit groups executing programs in the United States designed to inspire, educate and help men of all ages achieve their personal ‘best’ and become role models for the next generation.”