Gillette Launches Global Brand Marketing Campaign

2009-07-01 | 01:51

New spots try to build a guy's confidence.

Even when they're at their best, some guys fear the worst. Gillette will play upon those fears in a new global brand marketing campaign entitled, "The Moment."

In developing the spots, Gillette conducted extensive global research among thousands of men, which revealed that even the most confident guys have doubts at many moments throughout their lives. Also revealed was 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," says Peter Clay, vice president, brand franchise leader, Gillette.

The campaign features everyday guys, as well as the Gillette Champions—Tiger Woods, Roger Federer and Derek Jeter—experiencing moments of doubt and how they overcome them to succeed. The 30-second television 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 television ad debuted in the US at the Men's Fitness Ultimate Athlete event on June 20 and will begin airing more broadly throughout the US this week on numerous sports, prime time 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.

More info: www.gillette.com