The brand campaign, titled “The Moment” launched in the US last week with a new TV spot featuring its Global brand “champions” Roger Federer and Tiger Woods, and US brand champion Derek Jeter.
It is designed to update the “Best a man can get” theme, first used by the brand in the eighties, and focuses on how Gillette helps even “the most confident guys” get through doubts and “be their best.”
A UK campaign would feature UK “champions” Thierry Henry, Jason Robinson, and Brian O’Driscoll.
The move is the latest step in P&Gs renewed strategic focus on growing its male grooming presence, following its purchase of high-end US brands Zirh and The Art of Shaving.
FMCG rivals such as Sara Lee, which owns the Brylcreem brand and Beiersdorf, which owns the Nivea brand have also recently stepped up investment in the sector.
Gillette dominates the razors and blades market with a huge 85% market share but it wants to expand its share in spin-off grooming ranges such as anti-perspirants and body washes.
P&G says it plans to bring “The Moment” brand campaign to Europe in the “not too distant future.”