P&G reveals its first brand campaign for Gillette

Gillette
The Moment: Gillette ads will feature male models and sports stars

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%.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now