Gillette Newsroom

As the World Sets its Eyes on the Olympic Winter Games, Gillette Narrows in on the “By a Hair” Moments That Matter Most

New Brand Campaign Highlights the Role of Precision in Shaving and in Life

Category:

Friday, February 7, 2014 11:15 am EST

Dateline:

BOSTON

Public Company Information:

NYSE:
PG
"Precision gives you that competitive edge you need to go for gold."

BOSTON--(BUSINESS WIRE)--With the Opening Ceremony of the Sochi 2014 Olympic Winter Games, Gillette® [NYSE: PG], the world’s leading male grooming brand, unveils a new brand marketing campaign communicating a modern vision for “The Best a Man Can Get.”

In a new brand anthem commercial airing for the first time tonight, Gillette highlights how a man’s most important moments, from professional achievements to personal relationships, are often determined by mere fractions. Whether a moment between father and son or taking that buzzer-beating winning shot at goal, the distance between a man and his best can come down to the tiniest of measures. In life and at the Olympic Winter Games, men will either make it or miss it not by a mile, but by the smallest of margins - by a hair.

In fact, only fractions of a second often make the difference between medals across major events. In competitions1 at the Vancouver 2010 Olympic Winter Games, the average difference between winning a gold medal vs. silver in sports determined by time was seven-tenths of a second. The difference between silver and bronze times was closer still, at only half a second. While the distances these athletes travel and measures they undertake to get to the Olympic Games are far and wide, the final result comes down to small, yet significant moments.

“In sports, precision can ultimately determine between a win and a loss. It comes down to tenths of a second or fractions of an inch applied at the right angle,” said U.S. Olympic silver medalist Ryan Suter. “Precision gives you that competitive edge you need to go for gold.”

But men don’t have to compete on an international stage to look, feel and perform at their best. The new spot entitled “By a Hair” acknowledges that a man’s best can be reached with any moment worth savoring, anything worth doing and any battle worth winning.

“The new campaign commemorates the precise details that help men to reach their best no matter what that moment is,” said John Mang, Gillette global vice president, Procter & Gamble. “In life and in shaving, a millimeter makes all the difference. That's why we have spent the last 110 years refining and engineering down to the microscopic razor’s edge to give men the advantage of precision.”

With more than a century of providing the best a man can get in male grooming, Gillette knows that precision matters when you need it most. To celebrate the “By a Hair” moments of all athletes as they take the podium and medal across gold, silver and bronze, Gillette is encouraging fans to share their favorite “By a Hair” moments from the 2014 Olympic Winter Games through its Twitter handle (@Gillette) using the hashtag #BYAHAIR.

Visit Gillette’s YouTube channel to view the spot online and celebrate all athletes on Twitter and Facebook for the duration of the games.

About Gillette

For over 110 years, Gillette has delivered precision technology and unrivaled product performance – improving the lives of over 800 million men around the world. From shaving and body grooming, to skin care and sweat protection, Gillette offers a wide variety of products including razors, shave prep (gels, foams and creams), skin care, after shaves, antiperspirants, deodorants and body wash. For more information and the latest news on Gillette, visit http://www.gillette.com/. To see our full selection of products, visit http://www.gillette.com/en/us/shop-now.aspx.

About Procter & Gamble

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®, Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®, Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®, Wella®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

1 Calculations based on final medal times from the Vancouver 2010 Olympic Winter Games across 26 individual competitions in the following sports: Alpine Skiing, Bobsled, Luge, Skeleton and Speed Skating.

Contact:

Gillette:
Susan Oguche, 617-463-5756
oguche.so@pg.com
or
Ketchum:
Haiwen Lu, 646-935-3935
haiwen.lu@ketchum.com