Gillette Newsroom

Gillette Launches New Global Brand Marketing Campaign

The World's Leading Male Grooming Brand Strengthens Bond With Guys - Gives Them The Confidence To Be Their Best

Category:

Wednesday, July 1, 2009 8:08 am EDT

Dateline:

NEW YORK

Public Company Information:

NYSE:
PG
"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"

Gillette(R) [PG] is debuting a new global brand campaign, the first in five years from the world's leading male grooming authority. Building 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. 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.

Gillette's line of high-performance male grooming products includes: Gillette Fusion(R), Gillette Series Shave Gels, Gillette Styling, Gillette Clinical Strength Ultra Comfort anti-perspirant and deodorant and Gillette Hydrating Body Washes.

For information about Gillette products, please visit www.gillette.com.

About P&G Grooming

P&G Grooming helps men look, feel and be their best everyday. P&G's recent purchase of The Art of Shaving(R) and the super premium men's skin care line Zirh(R) strengthen its position as the world's premier male grooming company. The acquisition of these premium male grooming and skincare brands expand P&G's presence in the prestige grooming category which compliments its strong portfolio of mainstream male grooming brands, including Gillette(R), Braun(R), Old Spice(R) and a collection of leading male Fine Fragrances including HUGO BOSS.

About P&G Beauty & Grooming

P&G Beauty & Grooming products help make beauty dreams real for women worldwide and help men look, feel and be their best everyday. With more than 100 brands available in nearly 130 countries, P&G's beauty and grooming products delivered sales of nearly $28 billion in fiscal year 2007/08 , making it one of the world's largest beauty and grooming companies. P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including Gillette(R), Braun (R), Old Spice(R), The Art of Shaving(R), Zirh(R), Pantene(R), Olay(R), Head & Shoulders(R), Max Factor(R), Cover Girl(R), DDF(R), Frederic Fekkai(R), Wellaflex(R), Rejoice(R), Sebastian Professional(R), Herbal Essences(R), Koleston(R), Clairol Professional(R), Nice 'n Easy(R), Venus(R), SK-II(R), Wella Professionals(R), and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss(R), Lacoste(R), and Christina Aguilera(R). Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.