Gillette “The Moment” Campaign
July 1, 2009 by Kori Ellis
Filed under Marketing
Gillette has launched a new marketing campaign. The modernized version of their “The Best A Man Can Get,” the new campaign is titled “The Moment.” Before launching the campaign, Gillette conducted extensive research to get a deep understanding of men, their confidence and their doubts.
The new Gillette campaign will feature regular everyday men, as well as Gillette’s top pitchmen — Tiger Woods, Roger Federer and Derek Jeter — as they experience moments of doubt and overcome them to succeed.
The effort includes a 30 second TV spot which debuted during the Men’s Fitness Ultimate Athlete Event on June 20, 2009. The campaign also offers print ads, point-of-sale marketing and digital advertising. Look for the TV ads from Gillette during sporting events, primetime and cable programming.
Gillette has an extensive line of high-performance grooming products including: Gillette Fusion, Gillette Series Shave Gels, Gillette Styling, Gillette Clinical Strength Ultra Comfort anti-perspirant and deodorant and Gillette Hydrating Body Washes.
Image: Gillette.com (screen capture)
“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,” says Peter Clay, Vice President, Brand Franchise Leader, Gillette.
On the Gillette.com website, visitors can watch videos, enter sweepstakes, fill out surveys, get shaving and styling tips, and read product information.
