Procter & Gamble will launch its first brand campaign for Gillette in the UK “in the not too distant future”, according to a spokesman, who adds the move will “drive the brand even more than ever before”.
The brand campaign, titled “The Moment”, launched in the US last week with a TV spot featuring global brand “champions” Roger Federer and Tiger Woods, plus US brand champion and baseball star Derek Jeter.
A UK campaign would feature UK “champions” including rugby union stars Jason Robinson and Brian O’Driscoll, who replaced David Beckham last year, plus footballer Thierry Henry.
The campaign 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”.
The move is the latest step in P&G’s renewed strategic focus on increasing its male grooming presence, following its purchase of high-end US brands Zirh and The Art of Shaving.
Gillette – which was bought by P&G in 2005 – dominates the razors and blades market and the pre and post-shaving products market with an 85% market share. But P&G wants to expand its share in spin-off grooming ranges such as antiperspirants and body washes.
FMCG rivals such as Sara Lee, which owns the Brylcreem brand, and Beiersdorf, which owns Nivea, have also recently stepped up investment in the sector.
Unilever is the market leader in male grooming with its Lynx and Sure brands dominating the UK market.
Meanwhile, UK entrepreneurial brand King of Shaves launched a nationwide campaign to promote its Azor razor in April. The company says post-campaign research shows awareness of the brand has increased by 11%.