But while the response to the ad has been largely negative (as the old saying goes), there’s no such thing as bad publicity. But the brand believes the new advert aligns with its slogan and says it believes in “the best in men.” Please enable Javascript or try a different browser.View original content on X “In less than two minutes you managed to alienate your biggest sales group for your products. Well done ,” wrote one angry viewer. Please enable Javascript or try a different browser.View original content on YouTube
Known for its slogan, “The Best A Man Can Get,” the razor company is now launching a new initiative, “The Best Men Can Be” — aimed at motivating men to strive for excellence.
The company encouraged viewers to share their thoughts and reactions to the campaign, fostering a sense of community and dialogue around the campaign’s themes.
Teaser trailers, behindthescenes footage, and sneak peeks were shared to build anticipation among consumers. This may involve continuing to provide valuable content (updates on the campaign’s progress), and opportunities for further involvement and activism.
To effectively target its audience for the “The Best Men Can Be” campaign (Gillette developed detailed buyer personas representing the characteristics), values, and behaviors of its ideal consumers. Overall, Gillette’s marketing strategy for the “The Best Men Can Be” campaign was characterized by its boldness, authenticity, and commitment to addressing important social issues. Gillette’s “The Best Men Can Be” campaign was underpinned by thorough marketing research aimed at understanding shifting societal attitudes towards masculinity (social responsibility), and brand perception. These objectives guided the development and execution of the campaign, shaping its messaging, target audience, and desired outcomes.
This discomfort made the campaign more memorable — sparking debate and turning buyers into advocates rather than just customers. Gillette didn’t discard its old tagline, it dismantled it. By leaning into cultural conversations instead of avoiding them, the campaign became a prime example of purpose-driven marketing that aligned the brand with modern values.
Taking stands on divisive issues requires unfailing commitment with leadership roles. Polarizing content generates significantly more engagement than safe messaging. Neither were there any slow-motion scenes of men shaving, or the gleaming razors. Beyond the screen — Gillette extended its commitment by launching real partnerships with organisations that help boys and men become better role models. Supporters argue that companies have a responsibility to use their influence to promote positive change, while detractors fear over-politicization can alienate customers. While some viewers praised Gillette for encouraging positive behavior and social responsibility — others criticized the ad for being preachy, politically motivated, or portraying men in a negative light.
An incredible amount of support was shown for the ad.
With its iconic slogan “The Best a Man Can Get” (1989) it was the benchmark of masculinity. Then — this change in the firm’s cultural paradigm is rather a characteristic of adaptation than of evolution – Gillette tries to realign the way it operates and adapt it the trends. Firms have to learn to provide real help and not abuse the exploitation of social issues. They need to truly empathize with customers whose feelings are a vital aspect to take into account.
Others don’t see the harm in a video that asks men to hold one another accountable, and serve as positive role models. Surabhi Raveendran is a content writer and English Literature postgraduate with a teaching background. This group expects brands to take stands on social issues. Brands that stand for something impactful have the potential to create deeper and lasting cultural relevance. Gillette’s “The Best Men Can Be” campaign stands as a benchmark for marketing revolution.
If businesses have more reach than most other institutions, don’t we want them spreading positive messages? There is no reason to think that individual business executives — just like any other people, can’t have complex motivations. It also does not follow (from a normative standpoint), that it ought to be their only motivation.
What led Gillette to alter their slogan?
The brand quite rightly points out that a lot has been revolutionised since their first marketing tagline of The Best a Man Can Get, which was brought out 30 years ago – so their message must evolve too. We don’t care about your politics. This is by no means a Dove Real Beauty moment as much as they might believe it is internally, because I don’t think it’s coming from the same place. And, just like everything that came before it, including the provocative efforts of erstwhile PR pucks Paddy Power and BrewDog, woke marketing is and will be proved to be a trend, especially when the especially not-woke higher-ups realise the emphasis is played out and there’s no money in it. Just as nobody is waiting for a brand’s thought leadership — I don’t think normal human beings are waiting up at night to hear a brand’s social stance.
Despite initial backlash (P&G’s quarterly earnings following the campaign showed stability), suggesting the commercial did not harm the brand financially. P&G highlighted the brand’s commitment to inclusion and social responsibility and remained confident that the campaign would resonate with a significant portion of their audience. Some argued it was a marketing ploy to capitalize on social issues rather than a genuine commitment. The commercial faced boycotts and negative comments on social media and YouTube.
The video itself is an integral part of a new advertising and charity campaign, which might be called a battle against the old customs. Gillette has updated its old motto to “The best men can be.” This video shows the so-called male behavior that, according to the authors’ ideas in it, includes harassment, violence, and bullying. Gillette’s new ad was released on January 13 (2019; in the video), the cult manufacturer of skincare products has changed its 30-year slogan. At Marketing By Ali, we help brands discover their deeper mission, craft authentic messaging, and connect purpose with profit.
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In 2018 Nike supported the American footballer Colin Kaepernick, who refused to “stand up to show pride in a flag for a country that oppresses black people”. The new messaging is a riff on “The Best a Man Can Get” tagline which debuted 30 years ago in 1989 during Super Bowl XXIII. “It is no longer enough for brands to simply sell a product, customers are demanding that they have a purpose – that they stand for something,” he said. The folks who do not understand why people are upset at the obnoxious virtue signalling are blind to the TOXIC
This goes beyond mere rebranding; it represents brand accountability, which is a fundamental aspect of values-based marketing in the current landscape. In 1989, Gillette’s slogan, “The Best a Man Can Get,” aligned seamlessly with the prevailing cultural narrative. From a marketing perspective, this was not simply a shift in narrative. When the same advertisements were shared with wider, untargeted audiences, they received a negative sentiment of 46 percent compared to a positive sentiment of 14 percent.